Throw out the stereotypes: Women shoppers aren’t the only ones who want a good deal.

Male customers in the U.S. are now more likely than women to check prices on before deciding if they’re going to make a purchase, according to a new study from First Insight Inc. More than two thirds of male respondents said they do price comparisons on the online retailer before pulling out their wallets, up 15 percentage points from the prior year’s survey.


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