Men Are More Engaged in Online Social Shopping Activities Than Women
Performics recently released its “Social Shopping Study: Participant Behaviors & Preferences on Social, Shopping and Deal Sites.” Contrary to popular belief, the study found that men more frequently take part in shopping activities via social networks, shopping sites and deal sites than women do. However, women are more active when it came to certain shopping activities.
Here are the responses to the question “With which of the following social network sites do you have an active account, meaning you visit at least once a month?”:
Facebook: 96 percent of men, 97 percent of women
YouTube: 54 percent of men, 34 percent of women
Twitter: 37 percent of men, 24 percent of women
Google+: 36 percent of men, 24 percent of women
Myspace: 31 percent of men, 20 percent of women
LinkedIn: 20 percent of men, 16 percent of women
“Women are reported to control about 80 percent of household spending, so it may be surprising for some to see men play a more dominant role in the social shopping and research process,” said Dana Todd, senior vice president of marketing and business development for Performics. “But given recent reports of ‘digital dads’ and increases in shared shopping activities across genders, this new data is intriguing.”
The company also found that 71 percent of men and 64 percent of women (68 percent overall) frequently/occasionally visit company/brand/product pages on social network sites at any point during the purchase decision making process.
However, 72 percent of men and 78 percent of women (75 percent overall) frequently/occasionally “like” a company/brand/product on Facebook after making a purchase.
Men are more active than women when it comes to researching product information, reading product reviews, comparing products, finding product availability and finding store information on shopping sites, deal sites and social networks. However, women are more active when it comes to finding specials, coupons or deals on deal sites and social networks.
According to Performics, when it comes to deal sites, 47 percent of respondents are members of Groupon, while 27 percent have accounts with LivingSocial, 15 percent with Eversave and 10 percent with Foursquare.
Meanwhile, when it comes to shopping sites, 69 percent visit Amazon at least once a month, 53 percent visit eBay at least once a month and 52 percent visit a retailer’s website at least once a month.
The study also found that 45 percent check in a store and 41 percent use a search engine on their mobile phones to look for product information.
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