Tablets and smartphones are increasing their market penetration rates and have now become preferred digital touch points to make online purchases. However, an analysis of tablet and smartphone demographics reveals that the spurt in popularity is not uniform across all demographics.
Overall, US mobile shopping data indicates that women purchase less than men do. This does not however mean that men shop more than women do! Women tend to use mobile touch points more for product research and deal savings than for actual shopping.
The demographic differences also extend to what people shop for, when using tablets and smartphones. More men purchase digital content, consumer electronics and entertainment tickets using tablets and smartphones, and they pay relatively high prices for these products. 30 percent of men purchase digital content as opposed to 20 percent of women, 27 percent of men purchase consumed electronics as opposed to just 8 percent of women and 23 percent of men purchase entertainment tickets as opposed to 11 percent of women.
Women, on the other hand are more inclined to use the tablet and smart phone to shop for apparel, shoes, accessories, and house related products. 56 percent of the women purchase these products compared to 41 percent of men. Women also tend to use more mobile coupons than men would. 44 percent of women used the mobile to access online coupons compared to 34 percent of men.
Overall, one out of every two males who use a mobile device for shopping will shop more using the device this year compared to the previous year whereas one out of every three women who use a mobile device for shopping will shop more using the device this year compared to the previous years.
Are you tailoring your experiences to attract both demographics?