A new study from Business Insiders about consumer spending showed men shop online just as much as women do, but “are more likely to make a purchase through their mobile devices” and more often than women are.
Women are connected to their phones—87% of women say they can’t imagine their lives without their phone. It’s the first thing she looks at in the morning (78%), the last thing before going to bed (73%) and it’s with her wherever she goes (98%). Women are “addicted” to their smartphones (64% vs. 58% of men).
Shopping Habits – Mobile is driving men and women to shop online more than ever, but their shopping paths are divergent. For men, shopping on the smartphone is about getting the job done. They use their mobile devices to find a nearby store (58%), to conduct a product search (50%) or make a purchase (41%). They are also more likely to scan QR codes (50%) than their female counterparts (38%).
Women love the mobile shopping journey, and leverage a device’s features and apps through every stage to make smarter choices about what they’re buying. During the discovery stage, women use their smartphones to make and save product wish lists (32% vs. 26% of men). In the planning stage, they collect discount coupons (23% vs. 14% of men) and make shopping lists (46% vs. 38% of men). At purchase, women check in on apps like Foursquare to get discounts (17% vs. 14% of men). And post-purchase, they share photos of their new products (52% vs. 35%).
The conventional wisdom is that women drive shopping trends, since they control up to 80% of household spending. However, when it comes to e-commerce, men drive nearly as much spending online in the U.S. as women.
As The Washington Post reports, women are top targets for marketers, but men drive nearly as much e-commerce spending in the United States. Women control about 80 percent of household spending but account for a much lower proportion of online spending.
Online shoppers – As a whole have above average income. Experian PLC (LON:EXPN) found that 55 percent of online shoppers make over $75,000 yearly while 40 percent earn $100,000 or more. The median household income in the U.S. from 2008 to 2012 was $53,046, according to the United States Census Bureau.
When shopping from mobile devices men are less tolerant of negative experiences, far more likely to abandon a purchase out of frustration over slow Internet connections, small screens and navigation hassles.