When it comes to sexes, the way we shop in local malls and boutiques couldn’t be more different. And our contrasting consumer behaviors aren’t limited to brick and mortar stores. Our gender differences continue online.
We spent four months tracking 326,000 purchases, conducted 250 hours of one-on-one interviews and went through thousands of pieces of data to better grasp how the genders behave online, and our results have defied the conventional wisdom. Here’s what we found:
- Women feel empowered. Men feel powerful.
- Women’s inner shopper is enriched. Men’s inner shopper is awakened.
- Women scan. Men dig.
- Women are enticed by lifestyle, then product. Men are enticed by product, then lifestyle.
- Women expand the mission. Men stick to the mission.