When it comes to shopping, men generally have a different outlook on how, when and where they shop. Why is there such a divide when it comes to shopping? Many statistics show that shopping online and offline is enjoyed and undertaken more by women than men, so the real question is why?
Consumer patterns for the different sexes are further divided when it comes to online shopping. Women are more likely to buy online than men whilst men are more likely to buy expensive items in comparison to women. Men have different shopping habits when it comes to behavioural patterns with a less percentage using shopping as retail therapy but rather seeing it as a chore.
Research has shown men like to know exactly what they want when buying, how much it will cost and where to get it from. Information is key and the more the better, this makes for a smoother purchase as men are driven by quality, simplicity and key information. Jeremy Langmead, editor in chief at Net-a-Porter’s menswear outlet Mr. Porter has created a booming virtual shopping experience. Why does Jeremy Langmead think online shopping works for men? He said, “It’s easier.” “There’s no doubt about it, the ability to shop from the comfort of your own home where you can make a considered and thoughtful purchase decision cannot be underestimated. We’ve fine-tuned the shopping experience and made it an easy and enjoyable pastime.”
As the website Mr Porter sets out to transform the online shopping experience, retailers must understand the difference in shopping behaviour between men and women to get the balance right. If something works well men are very loyal customers as they know the product or service works.
Other fashion brands and shopping outlets are evolving via online mediums bringing independent designers to the table whilst developing a unique fashion ecommerce following. Upcoming social commerce fashion site Modafirma.com is a place where designers can personalise the shopping experience with online boutiques and fresh new labels all under one roof. Modafirma has also seen the gender divide with the female category overtaking the males via sales and following. Modafirma says, “We are endeavouring to break the mould and hopefully appeal to males who like unique labels and high quality.” As statistics show this style of shopping appeals to men who love on trend style and high standards of design and quality, this platform provides the necessary attributes to grow the online male marketplace further.
Shopping habits have been well researched in recent years and are now questioning the statement. Do men really dislike shopping? The answer in short is no. Looking into this further gives an insight into the closing gap between men and women in the online shopping stakes. Social media has helped bridge this gap with a similar percentage of men and women buying from a recommendation via social networks and both sexes using mobile apps to purchase goods. Men’s purchases on well-known sites such as Amazon are fairly equal in comparison with women but men are taking the lead with purchases on auction sites such as EBay. This is an indicator that men trust online purchases more and more, as calculated risk is overruled with the desire for a bargain.
In the age of virtual stores, social media and mobile applications, shopping is taking on a different experience. Retailers are customising the user experience to cater for all shoppers male and female and encouraging a new generation of men to embrace online purchasing and social interaction all from the comfort of their own home.