Men are not embracing online shopping as much as women and are more likely to shop in-store at full-price retailers, according to a survey from First Insight.
Among the findings from a survey of 1,000 shoppers conducted in December:
- Only 22 percent of male respondents reported frequently shopping on mobile devices compared to 40 percent of women;
- Forty-six percent of men frequently shop on Amazon.com versus 60 percent of women;
- Forty-four percent of men cite being able to touch and feel a product as a main attraction for in-store shopping, a sentiment shared by only 33 percent of women respondents.
The findings show women are more focused on price comparisons. Only 21 percent of men frequently use mobile devices to compare prices while in a physical store versus 31 percent of women, and 54 percent of men say they check on Amazon for products and prices before shopping elsewhere versus 67 percent of women.
Women also more likely to regularly visit TJ Maxx, Marshalls and Home Goods, although both genders are equally likely to use discount websites.
In a statement, Greg Petro, CEO of First Insight, said disruptive technologies, such as mobile price checking, and the expansion of discounters are “making the majority of shoppers more price sensitive.” Yet women and men are reacting differently to the changes and stores need to “align their in-store selection and pricing to meet consumer appetites.”
For instance, Mr. Petro tells
CNBC, men should be shown more items in store since they likely haven’t done as much pre-research online. Women might be shown more of a curated best-seller mix at the store level since they’ve already done their research and are likely to make a decision online later.
"Men are destination drivers,” Mr. Petro told
CNBC. “They go in stores to touch and feel. They like to execute a deal [at stores] and then bring items home with them."
He added, "I think the data suggests women are more price sensitive and more bargain hunters.”
Past studies have found traditional shopping behaviors becoming more similar as gender roles and behaviors blur.
