Study: Men More Likely to do Social Shopping

Men are more likely than women to conduct five of six social shopping activities, according to the 2011 Social Shopping Study conducted by ROI Research for performance marketing agency Performics.

Contradicting commonly held beliefs about gender and social behaviors, the study showed men more frequently research product information, read reviews, compare products, find product availability and get store information via social networks, shopping and deal sites; while women reign supreme when searching for deals, coupons and specials on similar sites.

“Women are reported to control about 80% of household spending, so it may be surprising for some to see men play a more dominant role in the social shopping and research process,” said Dana Todd, senior vice president of marketing and business development for Performics, in a statement.

The study also revealed that active social networkers most often turn to shopping sites like Amazon, eBay or brand websites to begin the purchase process when searching for a product (87%) and right before they commit to a purchase (83%). They are more likely to turn to social networks such as Facebook immediately after the purchase to share their experience (59%).

Online activity while shopping in-store is also gaining popularity. Many respondents said they occasionally or frequently conduct in-store social (20–50%) or search (18–62%) activities.

  • According to the results:62% said they conduct competitive price searches while in a retail location
  • 45% check-in at a store, 41% use a search engine on their mobile phone to look for information
  • 30% use a barcode scanner on their mobile phone to shop for prices
  • 25% pause while at a physical location prior to finalizing a purchase in order to seek advice on a social network
  • 41% said they wait between five and 10 minutes for advice on social sites before proceeding with their purchase.

Partner Content

The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.