Men's Lead as Mobile Purchasers Influences Marketer Strategy

When the Internet first rose to prominence, men were more likely to use the technology. They also outspent women when it came to online shopping. These days, studies show that women are big spenders online – both in terms of time spent on social media and  money spent purchasing goods and services. While this may be true for some categories,  there are important distinctions. A recent report from Adobe Systems, highlighted by eMarketer, shows it’s crucial for marketers to pay attention to the details on this topic.

Men tend use their mobile devices to access content of a specific type more than women. Here’s a list of these categories. The percentages for women are listed in parentheses.

  • Reading news  74% (64%)
  • Using mobile phone as music player 65% (61%)
  • Sports feeds or fantasy sports leagues 55% (33%)
  • Reading/posting product reviews 39% (32%)

For now, men are also more likely to shop via mobile devices. Though again, the behavior is linked to specific categories. Shown below are the percentages of men who use mobile devices to purchase various products. The figures in parentheses are for women who engage in these activities.

  • Movies, music and games 50% (38%)
  • Electronics 40% (20%)
  • Books/magazines/newspapers 30% (23%)
  • Computer and office 28% (14%)
  • Sports/outdoors 24% (11%)

Survey results show that 60% of men who shopped via mobile devices spent an average of $250 last year. Marketers seeking to reach men with their mobile promotions can improve results by advertising on news sites and by selling tech toys, online music and books through these channels.

[Source: In Mobile Content World, Men Lead in Spending. eMarketer​.com. 3 Nov. 2010. Web. 17 Nov. 2010]
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.