Ok – I know I’ve been somewhat of a cranky-pants lately – so today I’m going to be effusive and gushing and showering in praise.
But I do have some good things to say about an interesting article on how men and women shop online…what’s the same and what’s different.
Resource Interactive conducted a study with comScore Networks about how men and women shop differently online. They wanted to come up with the answer to the question: Given the different online shopping styles of men and women, how can online merchants set up their sites to maximize sales from both genders?
Here are some of the key findings of the research:
Stick to Their Mission vs. Expand Their Mission
Paco Underhill, the famed "shopping scientist" who advises the retail industry on shoppers behaviors stated in 2000 that women seek online objectives single-mindedly, while men stay oneline and surf. But Resource Interactive's research contradicted this theory. To sum up one of the research's findings, "Men stick to their mission, women expand their mission," says Edd Johns, Resource Interactive's executive director of strategy.
"If men are out to research the best digital camera or the best shirt, they're not doing much else," he says.
"Women, however, might come in and say, 'I'm interested in a digital camera,' and the next thing you know, they're looking at clothes for their kids, they're thinking about what they're doing that weekend, and if they need to pick something up for their husbands."
But Johns stresses a critical point: Although women expand their mission, they don't abandon it. "Their list of 'things to do' grows. So what you need to know as a retailer is that they're going to be diverting from their primary mission, but they're adding to it, not abandoning it."
There is a really fine distinction here.