Men still prefer in-store shopping experience over tech integration, study shows
A study has revealed that while women are more open to an integrated shopping experience, men are less likely to embrace tech while shopping, still preferring to see and touch product in store.
According to a new report by First Insight on retail disruption, 22 percent of men shop frequently on their mobile devices compared to 40 percent of women, while only 46 percent of men shop frequently on Amazon, compared to 60 percent of women.
"The data has unearthed a significant gender gap between how men and women shop and make purchase decisions,” said Greg Petro, CEO and founder of First Insight.
Petro pointed out that technology has made consumers more price sensitive, but that there is a gender gap in who that consumer is and how they shop. According to the study, women are more price conscious and have moved online for the bulk of their shopping, while men are more concerned with exploring the product in person.
Petro continued, "The fact that men are less inclined to shop online overall and prefer to go in-store is a significant finding, particularly as retailers consider how to align their in-store selection and pricing to meet consumer appetites.”
The survey found that 44 percent of men preferred to shop in store at full price retailers so they could touch and feel the product. 42 percent said they were more likely to shop at a full price retailer compared to 18 percent who said they shop at discount retailers.
Conversely, 31 percent of women preferred to shop in store at discount retailers, while only 38 percent said they shop in store at full price retailers.
In terms of online shopping, the study has revealed that women are the main market. On Amazon, more women are shopping online as Prime members than men: 43 percent of men surveyed were Prime members, while 54 percent of women were.
Furthermore, whereas two thirds of men surveyed made no more than two purchases through their mobile devices in the month leading up to the survey, one fifth of the women surveyed made five or more purchases on their mobile devices in the same period.
First Insight surveyed 1,000 shoppers in the US in December 2017 to complete the study.
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