A new study conducted by CB Richard Ellis has shown that although women are those who most want to make purchases, it is the men who are driving them.
The survey conducted by the firm CB Richard Ellis among more than 10,000 consumers, found that 40% of people now make purchases through the internet. But the most striking thing is that men were the most active in this sense with almost double the frequency of what women do.
While they admitted that they logged into an online store at least once a month, men did it every 2.5 weeks, this is almost double that of women.
The report also found that consumers in European countries such as Germany, Sweden and the United Kingdom are at the forefront of online purchases of clothing and footwear, standing at 16%, 14% and 12% respectively.
With the initial fears over e-commerce overcome, the main problem that consumers find to buy clothing online is that they can not touch or feel the products before making the purchase, being cited by 33% of people as the most important. For both men and women, the decisive factor in deciding to make a purchase online is the price.
“In Europe, consumers are mixing more and feeling more comfortable with the best of both world, the speed and convenience of an online purchase and the social with the trip to stores,” said Peter Gold, CB Richard Ellis.
“In difficult economic times, having several open channels has increased customer options and also offers a more dynamic solution for retailers,” he added.
Other findings in the report revealed that young shoppers are discouraged in online purchases for shipping costs and difficulties in returning items. Security remains the biggest barrier to online purchases.
They buy, they recommend
Other parallel reports such as the one developed by the consultancy Empathica points to women as the main prescribers since they are more likely (35%) to recommend a brand, a product or a service through social networks than men (28%) ). Thanks to this, they are twice as likely as their male equivalents to appear among the highest levels of ‘recommenders’, for having offered their opinion ten or more times in the last three months.
In addition, the percentage of women who take advantage of the offers of the network to make gifts to relatives, friends or their partners is notably higher than the percentage of men. “We can therefore say that the role that women are developing is key to the proper functioning of e-commerce and they must devote greater efforts and attention as it is a strategic audience,” they comment from the platform.