In the mobile and digital age, 45 percent of men shoppers and 34 percent of women shoppers are making mobile purchases, according to a new survey by uSamp. The study looked at the mcommerce buying habits of 1,100 men and women, ages 18 to 75, and was conducted using uSamp Mobile, a platform that blends uSamp’s mobile survey technology with its proprietary panel of smartphone respondents. It turns out that men and women practice much of their mobile shopping while they are out and about. According to survey results, 12 percent of women find themselves shopping on their mobile devices while in the waiting room at the doctor’s office while 25 percent of men most frequently shop on mobile while at the office.
The survey found that men are more likely than women to purchase items over their mobile devices:
- 27 percent of males purchase consumer electronics on mobile vs. 8 percent of females
- 23 percent of males purchase movie and event tickets on mobile vs. 11 percent of females
- 30 percent of males purchase digital content on mobile vs. 20 percent of females
- 13 percent of males purchase food and drinks on mobile vs. 8 percent of females
- 8 percent of males purchase office supplies on mobile vs. 4 percent of females
- 8 percent of females purchase cosmetics on mobile vs. 2 percent of males
In addition to the buying habits of men and women while shopping on mobile, the survey took a look at how mobile devices are being used in purchase decisions. Fully 91 percent of males and 85 percent of women have scanned a product barcode with their mobile devices. The survey found that men and women who scan barcodes with mobile are shopping at these types of stores:
- Electronic stores: 27 percent male vs. 12 percent female
- Convenience stores: 7 percent male vs. 3 percent female
- Cosmetic stores: 6 percent female vs. 2 percent male
With mcommerce on the rise, it’s important for independent retailers to learn where, why and how their audiences are making buying decisions.