While American women are more likely than their male counterparts to have made a purchase online in the past year (57% vs. 52%), mobile shopping rates continue to be higher among men, per results [download page] from a recent SeeWhy study. The survey of more than 60,000 online consumers found that men were about 20% more likely than women to have made a purchase on their smartphones (22.2% vs. 18.2%) and tablet (20.4% vs. 16.9%). That backs up prior research from Kantar Media and uSamp.
There’s reason to believe that the gender gap may change over time, though. Among 18-24-year-olds, there was virtually no difference in smartphone purchase incidence among men (21.6%) and women (21.3%), while women were out in front when it came to tablet purchases (19.8% vs. 14%).
Another interesting finding from the study pertains to older adults: more than 6 in 10 respondents aged 65 and up reported having made a purchase online this year, putting them above the survey average in this regard.
- Women (4.2%) were slightly more likely than men (3.8%) to say they had clicked on an ad to purchase.
- When using their mobile device in-store, women were 43% more likely than men to say they looked for promotion codes and vouchers.
- The home emerged as the primary place for tablet shopping among both men and women.
- 7 in 10 respondents from the South claimed to have ever made a purchase online, compared to about half in the Northeast.
About the Data: SeeWhy’s Conversion Academy Surveyed 60,512 consumers using online surveying.
The data was collected over a period from 2/28/13 ”“ 7/15/13, exclusively among United States residents online, using a quota sample representative of the US population. 47.1% of respondents were male. 52.9% were female. Slightly more than half of the respondents were between the ages of 45-64.