Attention:research shows that there are differences in shopping behavior between male and female consumers!
The retail research firm First Insight surveyed 1,000 consumers online and offline shopping behavior in December. The study found that there is a gap between the shopping patterns of male and female consumers and retailers should pay attention.
Research shows that female consumers increasingly rely on online shopping, while male consumers prefer to shop in physical stores.
The survey found that only 46% of male consumers often shop on Amazon, whereas the percentage is 60% for female consumers. In addition, there are fewer male consumers who subscribe to Amazon Prime members and fewer male consumers use mobile devices to shop.
First Insight's Greg Petro said: "Men's consumers often have obvious goals for shopping. They will go to the store to touch and feel the product. They prefer to complete the transaction in the physical store and then take the product home."
But he said that female consumers do not necessarily need to go to physical store shopping and said: "Retailers and brands need to change the way they deal with it."
Petro said: "The data shows that female consumers are more sensitive to prices, prefer to bargain, and are more likely to buy products because of product prices or preferences than men. And men are more willing to wait longer to buy products, but not necessarily do advanced research : 54% of male consumers look at Amazon's products and prices before shopping, compared with 67% of female consumers.
On the other hand, male consumers using AI to research prices (51%) are more than female consumers (46%).
According to First Insight's survey, male consumers are more likely to purchase products (42%) from retailers that sell their products at full price, which is higher than discount or low-price retailers (18%). Female consumers prefer to buy from discount retailers (38%),which is higher than retailers who sell products at full price (31%).
The study found that some female consumers’ favorite stores include TJ Maxx, Marshalls and Homegoods, while few male consumers frequently visit these sites. All three brands are owned by TJX Cos.
Petro said that companies still have a long way to go before they can meet consumer e-commerce and physical store experience expectations, and need to take into account differences in shopping behavior between men and women consumers. He said: "I don't think retailers do a good job of distinguishing the difference in shopping behavior between male and female consumers."
Consumer shopping preferences now change faster than ever before. Most consumers expect new products to be quickly delivered on a good quality basis. New trends have prompted the emergence of subscription services such as Stitch Fix, which will launch new products every month. Women also promoted the development of mobile e-commerce. According to data from First Insight, 40% of female consumers use mobile online shopping frequently, compared with only 22% of men.