Around the World, Men Slightly More Interested in Mobile Shopping Than Women

April 18, 2013

This article is included in these additional categories:

Asia-Pacific | Digital | Europe & Middle East | Men | Mobile Phone | Women

KantarMedia-Mobile-Shopping-by-Gender-Apr2013Men appear to be more interested in using their mobile phones than women, according to data released by Kantar Media. In the US, 15.9% of men reported being interested in using their phone to make purchases, compared to 13.3% of women. In the UK, the gap is similar (12% vs. 10.3%), while it’s narrower in Australia (9.5% vs. 9.2%) and wider in Germany (5% vs. 1.9%). A separate study released today by Jumio indicates that American men are also more likely to conduct financial activities on their devices than women.

In particular, men are more likely to say they use mobile bill pay (36% vs. 28%) and mobile banking (51% vs. 46%). 64% of men also plan to use their smartphone or tablet more in the future to conduct activities such as banking, paying bills, and service management, compared to 55% of women.

The results of both studies align with previous research from uSamp, which found men on average more likely than women to perform a range of mobile shopping activities.

It is worth noting, however, that the figures in the Kantar survey seem quite low: just 16% of men are interested in making mobile purchases, and that was a high across all the countries and genders. In a recent survey by the NRF covering the Easter holiday, 43.3% of smartphone owners planned to use their device to research or make purchases. The difference may be related to the Kantar survey’s definition of “mobile” phones including traditional cell phones. Nevertheless, the key finding from the report is the gender gap, rather than the actual figures, which are likely to vary by survey.

Other Findings:

  • According to the Kantar Media results, 13% of mobile shoppers say they make impulse purchases, compared to 6% of the general population. Mobile shoppers in Brazil also seem to be more impulsive than the general public (36% vs. 29%).
  • 68% of South African mobile shoppers believe that it is worth paying extra for quality goods, versus 61% of the general population.

About the Data: The Kantar Media research was undertaken during 2011 and 2012 with sample sizes varying by country, depending on population.

The Jumio survey was con­ducted online within the United States by Harris Inter­ac­tive from March 22-March 26, 2013 among 2,130 adults ages 18 and older (of whom 1,261 are smartphone/tablet owners). The online survey is not based on a prob­a­bility sample and there­fore no esti­mate of the­o­ret­ical sam­pling error can be cal­cu­lated.


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