Men are More Active Social Shoppers, Study Finds

Performics’ 2011 Social Shopping Study found that men are more likely than women to conduct social shopping activities online. These activities include researching product information, reading reviews, comparing products, finding product availability, and getting store information via social networks and shopping and deal sites.

While the study indicates that men are more likely to be social shoppers than women, 87 percent of surveyed active social media users — both men and women — turn to e-commerce sites such as Amazon, eBay and brand websites to begin the process of researching products. Eighty-three percent of respondents said they go to these sites right before they commit to a purchase. Another 59 percent turn to social media directly after a purchase to share their experience with friends.

“Many people have integrated social media into all phases of the shopping process, particularly because Facebook is how they connect with friends on mobile devices and at home,” said Dana Todd, senior vice president of marketing and business development at Performics, in a company press release. “We all do it — asking friends, family or colleagues to weigh in on a purchase or posting a great find.”

Researching products online while in a brick-and-mortar store is gaining in popularity too. Up to 50 percent of those surveyed said they’ve accessed a social media network (most notably Facebook) from inside a store, while 62 percent have performed product searches on their mobile device while in-store. Other notable findings from the study include the following:

  • 62 percent of respondents conduct competitive price searches while in retail stores;
  • 45 percent “check in” at stores;
  • 41 percent use search engines on their mobile phone to look for information;
  • 30 percent use barcode scanners to shop for prices;
  • 25 percent wait before buying in order to get feedback from social networks; and
  • of that 25 percent, 41 percent said they’ll wait up to 10 minutes for feedback from social networks.

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