Conventional wisdom says that women account for most retail expenditures in the U.S. But there’s one arena where men are more likely to open their wallets than women – online shopping. If you’re selling products and services that men are looking for, you might want to ramp up online campaigns to draw traffic and increase sales. shoppingbag

Here’s what a recent Media Audit study reveals about gender and online shopping.

  • Nearly 1 out of every 4 men qualifies as a heavy online shopper  (having made at least 12 purchases online in one year)
  • The average household income for the heavy male online shopper is over $98,000
  • Over 8 in 10 of these men shop between 6 and 10 p.m. while 4 in 10 shop between 10 p.m. and midnight

A particularly interesting detail is that male shoppers significantly outnumber female shoppers in the evening.

Keep these statistics in mind as you develop online marketing campaigns for specific day-parts.

[Source: Media Audit newsletter, May 2009]