Men Do More Holiday Shopping Online - eMarketer
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Men Do More Holiday Shopping Online

More than three in 10 men will shop mostly or completely online for the holidays

December 10, 2015

Digital shopping in the US is mature, with a solid majority of internet users browsing and researching products online. But for the holidays, men say they are more likely to turn toward digital channels than women.

US Internet Users Who Plan to Shop for Holiday Gifts In-Store vs. Online, by Demographic, Nov 2015 (% of respondents in each group)

The Harris Poll surveyed US internet users who planned to shop for holiday gifts for CA Technologies and found that 31% of male respondents would shop for their gifts mostly or completely online. That compared to 24% of women.

The differences were pronounced regardless of age: 34% of men 18 to 34 said they would shop mostly or completely online, vs. 21% of women the same age. Among those ages 65 and older, just 23% of women would shop mostly or completely online, vs. 29% of men the same age.

Women were even more likely to say they would shop mostly or completely in stores than they were to do so online, at 25% vs. 24%. But just 25% of men would skew their shopping toward stores, vs. the 31% who planned to lean digital.

According to comScore, however, women made up a disproportionate share of online buyers from home and work desktop computers on Cyber Monday: 59% of these shoppers were women.

Earlier research has also shown that women plan to work harder at searching for holiday promotions than men, though their No. 1 way to seek deals is traditional—coupons by mail. Men were more likely to do price comparisons online than use paper coupons.


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