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immediate future presents.


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THE SOCIAL SHOPPINGEXPLOSION

(by gender)


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We know that men and women behave

differently

(doh)

But we wondered how that translated totheir shopping behaviour online?


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Some of the results were unsurprising -

Women like their clothes

(52.3% have ogled them onlinein the past 6 months; and

40.7% have splashed the cash

in the past 30 days) .

whilst men like their gadgets(55.1% have been looking in the

past 6 months, and 25.7% have

been tempted to buy), and are

far more interested in the

interface between mobile and e-

commerce.

- but some of the results made us think.

By Yutaka Tsutano (via Flickr)


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So we thought it might be helpful to explore how men

and women behaved at each point of the online

purchase cycle

and how they like to interact with

brands (and other consumers)

online.


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329

In 29 of the options, men referred to the sources more than women did.

So what are influencing womens purchase

decisions online?

We gave respondents 32 options (from online adverts to what

a friend says) to the question:Please think about the last

purchase you made online, which of the following source of

information did you use prior to making the purchase?


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Women hunt. Men gather.

In the online world, women are firmly

focussed on the price or the discount, andmen are more interested in product

comparison and research.


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Men look fordetailed

product

information

andcomparison

Women are

the new

hunters, and

they shop on

lowest

discount /

best price


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but women also lead the way on collaborator

behaviour (I search for the advice and ideas of

other customers).

Could this be what is influencing their

purchase decisions?


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It certainly corresponds with the female preference

for inspiration or ideas.

would motivate 28.8% of women to purchase from a

retailer that they have used before and 25.2% of women to

purchase from an online retailer that they have never used

before.


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But something doesnt quite fit .


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Because men appear to be far more up for

online sharing

0

5

10

15

20

25

30

Wrote about

on blog

Share on

forum

Reviewed

online

Shared on

network

Male

Female

So where is the

information and sharing

happening?


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...and there are some interesting differences in trust.

Apart from DIY products, men always trust another consumer

online more than someone who works for the retailer to provide

accurate information on a product.

Women trust the retailer more in 5 product categories (sporting; DIY;financial services; property / housing; cars)although they never trust a

professional journalist as much as men.


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So, where are the opportunities for engaging

with female consumers online?


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42.3% of women would visit a new online retailer if they

knew them from the high street (in comparison to 33.3% of

men); and 24.9% of women would like to connect with a

shop that they know from the high street in a social space.

If you are a high street retailer, theres a

great opportunity to connect with female

consumers online.


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We asked respondents about new social concepts to

encourage purchase, and motivations for repeat sales.

Add in the word rewards and women are ahead of men.

Every time.

(and they also like discounts and exclusive competitions)

73.7% of women would

like to be rewarded with

vouchers for

recommending a site; and

79.6% would like to be sent

products to test at home.


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Womens purchase behaviour is a lot less consistent than

mens. There are spikes in purchasing around passion points

(food, entertainment and fashion)* that are replicated in the frequency with

which they mention these products online.

*(they are also quite keen on furniture)

Tap into the passions: women know what they

want and their passions are strongly reflected in

behaviours and conversation online.


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would like to connect with a

fashion store in a social network

(average across all products

=16%)

25%

Women and Fashion (an example)

39%

have reviewed a fashion product

online in the past month (average

across all products =21.5%)

30%

..have shared a fashion

product on a network

(average across all

products = 20.4%)

41%

have purchased a fashion

product online in the past month

(average across all products =16%)


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So what have we learned about male

consumers online?


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As consistently high content creators (men blog more than women

across all product categories), male consumers are also more likely to

talk about your brand. Even if its a health and beauty product.

If youre looking for brand advocates, it

might be better to target men.

(and 25.3% would like a job)

26.3% of male

respondents would

like to become a

product ambassador,as a reward for site

recommendation


21/25*43.1% of men stated that an online group discount would encourage them to purchase at a new site.

The opportunity to connect with other consumers is a greater incentive

for men; as is the thought of a group discount*, even if they did not

know the other consumers online.

Could consumers connect through group discounts, to

make the most of both trends?


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28.3% of men (in comparison to 21% of women) identify

customer service as an incentive to interact with a

brand on Twitter and 33.2% on Facebook.

53.5 % of men express an interest in customer service

through instant messenger as a new online service; and

51.2% in customer service provided by other

consumers.

..matters to men


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So what does all that mean?


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Rewards and recognition are important for women andmight be the key to competing on grounds other than price

Recommendation is the new source of consumer influence.

And, when it comes to products, males are doing a lot of thetalking online.

Online behaviour is dependent on product category

(particularly for women); so make sure you understand the

different purchasing patterns online.


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This presentation is based on the results of immediatefutures 2010 Social Shopping Survey.

The findings are fascinating.

If youd like to find out more about consumer behaviour

online, were ready to help.

www.immediatefuture.co.uk

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