Men More Frequent Social Shoppers

October 31, 2011

performics-online-tools-and-shopping-habits-men-v-women-oct11.gifMen are more likely than women to frequently perform five of 6 key social shopping activities, according to a study released in October 2011 by Performics and conducted by ROI Research. Data from the 2011 Social Shopping Study indicates that among participants who use social networks at least occasionally during the shopping process, men (62%) are 24% more likely than women (50%) to use a shopping site to compare a product at least once a week, and 37% more likely to use a deal site to perform the same activity with that frequency. Men (57%) are also about 43% more likely to frequently use deal sites to research product information than women (40%).

Meanwhile, men also dominate other social shopping categories. They are 37% more likely than women to frequently use deal sites to find a product’s availability, and 56% more likely to use those sites to find store information. Of all the social shopping activities surveyed, women (64%) only lead men (57%) in frequently using social networks to find coupons, specials, or deals.

Gender Inequity Remains Throughout Shopping Process

performics-social-shopping-stages.jpgThe gender gap remains when measuring social site use at different stages of the shopping process, although the gap is most pronounced in the use of deal sites, while it is virtually nonexistent for shopping sites and social networks use. For example, three in 4 men (75%) used deal sites at the beginning of the shopping process when searching for a product, while two in 3 women (66%) did the same. Similarly, men (56%) were 33% more likely than women (42%) to use deal sites while in a store or on a company website, and 22% more likely to do so to share an experience after the purchase. By contrast, women were marginally more likely to use shopping sites in the beginning of the shopping process, while searching for a product, and right before making a shopping commitment.

Women Give More Credit After Purchase

performics-socnets.jpgAccording to the report, 78% of women either occasionally or frequently “Like” a company, brand, or product on Facebook after a purchase, compared to 72% of men who report doing the same. Whereas, overall, 3 in 4 (75%) will give credit to a brand after making a purchase, less than two in 3 (64%) shoppers aged over 50 engage in the same activity. Shoppers aged 18-29 (82%) are the most likely to occasionally or frequently “Like” the subject of their purchase after the fact, closely followed by shoppers aged 30-49 (80%). Meanwhile, men (71%) are more likely than women (64%) to occasionally or frequently turn to a company, brand or product page on a social network at any point during the purchase decision-making process.

Other Findings

  • Men who have an active social network account are about 60% more likely than women to have an active YouTube account.
  • Of the same group, men are about 50% more likely than women to have an active Google+, MySpace or Twitter account.

About the Data: The survey was conducted among 1000 participants who were required to have an active social network account and use social networks at least occasionally in the shopping process. The online survey was in field from 9/27/11 to 10/4/11.

GroupM: Web Influences Half of Retail Sales

In 2011, more than $1.1 trillion in retail sales could be attributed to “web-influenced” purchases (offline retail sales influenced by online research), according to a white paper released in October 2011 by Group M Search and Compete. Data from “Search’s Role in the New Retail Shopper Profile” indicates that combined with measured online sales, 48% of all retail sales are either online purchases or Web-influenced purchases. This trend is expected to continue. By 2014, the percentage of all retail sales that are web-influenced is forecast to increase to 53%, or $1.4 trillion. In addition, 93% of buyers use search in the in-store shopping process.


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