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New York – Men and women are spending significantly more in-store than online during a typical shopping engagement, according to a new report by First Insight.
A recent consumer survey about shopping habits, purchase behavior and influences driving decisions found that 71% of respondents (72% of men; 70% of women) typically spend more than $50 when shopping in-store. In contrast, only 54% of respondents (59% of men; 49% of women) are spending more than $50 when shopping online.
In addition, 34% of respondents (36% of men; 33% of women) reported spending more than $100 during a typical in-store shopping visit, compared to only 21% (26% of men; 17% of women) who reported spending more than $100 when shopping online.
In-store visits are more likely to result in add-on purchases. When shopping in-store, 78% of men and 89% of women sometimes or always add additional items to their cart. By comparison, 67% of men and 77% of women reported adding extra items to their carts when shopping online.
“The fact that consumers are less likely to add items to a cart when shopping online implies that online recommendations are not as effective as they should be,” said Greg Petro, CEO of First Insight.
The results were announced during Shoptalk in Las Vegas last week. Other significant findings of the survey include:
• Most consumers only go to a store when they need something: 73% of men and 69% of women.
• Fewer consumers visit online only to fulfill a shopping need: 64% of men and 56% of women.
• Men are more likely than women to say in-store technologies enhance the shopping experience.
