Shocking News! Women Spend More Time Than Men Online Shopping
August 5, 2010 § Leave a comment
Comscore has released a really great study entitled Women on the Web that underscores the importance of women’s buying power online.
As Comscore so eloquently described us, “Divas drive the dollars” , with U.S. women spending more time on retail shopping and actual transactions than men.
Here’s the facts: In the U.S., women make up slightly less than half the internet users but make up for it by spending 58% of the commerce dollars. Some 12.5% of women made an online purchase in February 2010, compared to 9.3% men.
In almost every retail category represented in the study, women overindexed men in their online shopping activity. (Exceptions where computers, electronics and sports.) Now this may be shocking news to some, but let’s face it, women are the chief purchasing officer for households.
Health sites also showed some of the largest overall differences in activity between female and male, with a nearly 6-point gap between global women and men.
Also important is the amount of time that women are spending in social media. Women spend significantly more time on social networking sites than men, with women averaging 5.5 hours per month compared to men’s 4 hours.
Marketers who are embracing social media as part of the engagement plans really understand word of mouth and the importance of relationships and communication for women.