Gender and E‑commerce

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] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.