First Insight conducted a consumer survey on shopping habits, purchase behavior and influences driving purchase decisions. The results indicated that men are shopping more than women across most online and traditional retail channels and are embracing technology for shopping and researching prices more than women.

The survey found that:

  1. Men are more likely to be frequent shoppers online and on than women, and more men than women predict that their shopping on Amazon will increase.

  2. Men are more likely than women to shop six or more times a month across most traditional retail channels including mass department stores, specialty stores, luxury stores, off-price stores, and even Walmart.

  3. Men are embracing technology for shopping and research more than women. Male respondents reported higher overall ownership of smart speakers. Usage of these speakers for researching product prices increased for men when compared with last year while it stayed constant for women. Further, a higher percentage of men than women reported looking on before looking and/or buying anywhere else.

  4. The percentage of men making mobile purchases is now nearly the same as women. The percent of men who reported “never” (less than once a month) making mobile purchases dropped significantly from last year, and now is about equal to the percent of women who reported the same.

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The Rise of the New Male Power Shopper