Affluent males out e-shopping women

Local internet marketers for online shopping websites may want to consider recent research from iProspect, which found that advertisers may be targeting the wrong gender.

According to an infographic called the Digital Anatomy of the Affluent Male, men are outspending women when it comes to online shopping by between 20 and 30 percent.

"This study establishes, for the first time, who the affluent male is, his behaviors and preferences towards devices, research and shopping, and how marketers can target and effectively communicate with this audience," said Andrea Wilson, director of digital strategy for Luxury Practice Lead.

Researchers specifically looked at the online shopping habits of males with household incomes of more than $100,000. There are approximately 19 million men within this income range on the internet, and around 40 percent of them are shopping online two times per week or more, spending more than $30,000 annually.

While it's a common stereotype that women use shopping (or "retail therapy") as a way to blow off steam - or, in general, feel more compelled to purchase items such as shoes, perfumes or clothes - it seems digital advances have lured males into the online shopping realm as well.

In terms of technological connectedness, 91 percent of affluent males use their PCs daily, 77 percent have a smartphone and 50 percent own a tablet. What's more, 67 percent of those polled said they make purchases on their mobile devices, while 46 percent bought items using their tablets.

It was also found that the majority of these purchases weren't for a significant other - 84 percent of items males bought online were for themselves, USA Today reports.

Top websites used for researching and purchasing products online included Amazon (41 percent), Yahoo (37 percent), Google (29 percent) and eBay (20 percent). Products affluent males are searching for range from Rolex watches and Louis Vuitton items to high-end automobiles from BMW, Lexus and Mercedes Benz. Some of the top search categories were automobiles, travel, apparel and sports. ESPN was the No. 10 website visited by the respondents.

The Huffington Post explains that a rise in males using online shopping services makes sense, since "it does fit the conventional wisdom that men would prefer unfussy, low-maintenance e-commerce to rooting around in sale bins and fighting crowds in the mall."
 

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