Men use social, shopping, and deals sites more than women to research and compare products, according to a study of active social network users. Fifty-seven percent of men research products on deal sites compared to 40 percent of women surveyed for the study from performance marketing firm Performics.
Not all gaps between men's and women's shopping behavior were quite so wide; however, the study reveals some distinct differences between the sexes. In researching products, 63 percent of men used shopping sites compared to 52 percent of women. And 54 percent of men used social networks to research products compared to 43 percent of women.
Also, according to the Performics Social Shopping study, 62 percent of men compare products on shopping sites and 50 percent of women do so. Fifty-six percent of men compare products on deal sites while 41 percent of women do.
Men are more apt to compare prices while at retail locations, too; 62 percent said they use their mobile phone occasionally or frequently to conduct competitive price searches while in a retail location, and 45 percent of women do so.
During the purchase process, 71 percent of men visit the related company, brand, or product pages on social sites, compared to 64 percent of women. However, a larger portion of women studied like brands on Facebook after making a purchase. Seventy-eight percent of women do so compared to 72 percent of men.
For the recently-released study, Performics surveyed 1,000 active social network users between September 27 and October 4 who have used social networks "at least occasionally in the purchase process."
The study revealed that deals and social sites are a less important part of the purchase process for all respondents than shopping sites. Compared to 72 percent who said shopping sites are important, 58 percent said the same of deals sites and 41 percent said so of social sites.
Also, 87 percent of respondents said they use shopping sites when searching for a product while 83 percent do so just before committing to a purchase.
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Kate Kaye was Managing Editor at ClickZ News until October 2012. As a daily reporter and editor for the original news source, she covered beats including digital political campaigns and government regulation of the online ad industry. Kate is the author of Campaign '08: A Turning Point for Digital Media, the only book focused on the paid digital media efforts of the 2008 presidential campaigns. Kate created ClickZ's Politics & Advocacy section, and is the primary contributor to the one-of-a-kind section. She began reporting on the interactive ad industry in 1999 and has spoken at several events and in interviews for television, radio, print, and digital media outlets. You can follow Kate on Twitter at @LowbrowKate.
December 12, 2013
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