Survey Finds Women More Likely Than Men to Make Impulse Purchases Online Based on Limited-Time Offers
December 10, 2007: 10:08 AM EST
KING OF PRUSSIA, Pa., Dec. 10 /PRNewswire-FirstCall/ -- The propensity to act on limited-time online shopping offers this holiday season is a key difference between the way women and men shop online, concludes GSI Commerce Inc. , a leading provider of e-commerce solutions, based on the results of a recent survey of online(1) U.S. adults. Understanding gender differences regarding limited-time offers and other factors that lead to "impulse buys" online can help shape e-retailers strategies for attracting U.S. shoppers during the holiday season.
Surveying adults with Internet access, GSI discovered that a gender divide exists when determining the factors that influence impulse buys (comparing male and female adults ages 18+). The survey indicates that:
-- Women, ages 45-54, are more likely than men of the same age to make an
impulse buy online based on a limited time offer, whether it's a sale,
rebate, or offer of free shipping (55% versus 38%, respectively).
-- Free returns are less likely to sway men, ages 45-54, than women in
their age group to make an impulse buy online (51% somewhat or very
unlikely versus 36%, respectively).
-- While both men and women are somewhat or very likely to impulsively buy
something online that is "perfect" for someone they know (59%), women
are more likely (65% of females versus 54% of males).
"There are notable differences between what compels men and women to make impulse buys, which can be a meaningful part of e-retailers' overall merchandise sales during the holidays," said Fiona Dias, executive vice president of partner strategy & marketing for GSI. "E-retailers need creative online marketing strategies that account for gender preferences and proclivities, especially as competition to attract consumers heats up during the holiday shopping crunch."
While a gender divide exists among factors that lead to making an impulse purchase online, results of a survey released last month by GSI showed there are more similarities than differences between the sexes when it comes to the importance that different Web site features have in influencing their decisions of where to shop online this holiday season:
-- Thirty-four percent of men and 34% of women consider a well-known
site/brand to be a very important.
-- Forty-six percent of women versus 47% of men indicate a professional
site design is an important or very important feature.
-- However, more women than men find a convenient return policy to be a
very important feature (46% of women versus 34% of men).
Source:
http://money.cnn.com/news/newsfeeds/articles/prnewswire/NYM09510122007-1.htm |
