The stereotype may be that women are the biggest shoppers, but men in the UK spend far more money as a result of ads and recommendations on social networks, according to May 2014 research by Harris Interactive UK.
Male social users in the UK spent the most on products and services as a result of recommendations from social network contacts—£93.00 ($145.31) on average in the 30 days leading up to polling, compared with £60.00 ($93.75) for females. While women were more influenced by social network ads than tips from friends, they still spent an average £20.00 ($31.25) less than men in this category.
Though UK males showed relatively balanced spending no matter the influence, females’ bigger tilt toward ads pushed the average spent due to advertising just above that driven by social network contacts.
Harris Interactive UK found differences in the products each gender purchased after seeing a social network ad. Males in the UK bought video games (28%) most often as a result of advertising on a social platform, compared with, somewhat unsurprisingly, 15% of women. Music (24%) and DVDs/Blu-ray (22%) followed. Meanwhile, women were most likely to purchase clothing (38% of female respondents, compared with 18% of males), books (27%), and music and cinema tickets (20% each).
The research found that UK male social networkers ages 11 and older had a slightly higher average number of active social accounts (those used at least once in the past 30 days) than females, at 2.8 vs. 2.5. Still, eMarketer estimates that female internet users of all ages will represent the majority of social networkers in the UK through 2018, totaling 17.5 million this year, compared with 15.6 million men.
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