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How men shop, how they’re influenced

Blog influence decreases for consumers over 35, smartphones are important

The following research report summary from Ad-ology gives more insight about specific audience groups, and how men shop in particular …

  • The Digital Media Influence: Blogs report reveals that blog readers skew slightly male, and 30% are between the ages of 25-to-34. In fact, blog influence decreases for consumers over age 35. They’re more like to be city dwellers and to have no children at home.
  • These consumers are heavy Internet users, and in addition to reading blogs, they like to play fantasy sports and shop online. They are also much more likely than the average American to use a smartphone. Offline, they enjoy music, cooking and baking, and attending sporting events.

So if your primary target audience is under 35, a city dweller and male … blogging is a good strategy to incorporate into your marketing outreach. Be sure it integrates with other online components … and be sure your website is mobile-friendly … or even a specific mobile site in order to reach those smartphone users.

Wondering how men shop? One word: Mobile.More insight on male audiences and how men shop

Also from Ad-ology: About 3 out of 10 men are single, making them the sole decision-makers for every purchase. But the remaining 70% who are in relationships also have a big influence. Women reported being heavily dependent on their spouse/partner for recommendations: 90% of females surveyed cited their significant other as important when purchasing big-ticket items.

This report verifies that men are an important target group for marketers of consumer goods, and the importance of understand how men shop. Understanding the different profiles, going beyond the stereotypes and considering the different types of media usage will help to guide how and where you place the message that will reach them.

Another report provides statistics to back up male shopping patterns on mobile platforms

Men are active mobile shoppers, and those aged 25 to 34 are more likely than average to have used a coupon that was already on their phone while shopping (17% vs. 6%). Men in this age group are also more likely than average to have looked for a coupon via their mobile device (21% vs. 6%).

Male mobile shoppers use mobile coupons at:

  • Clothing stores (35%)
  • Department stores (30%)
  • Electronics stores (30%)
  • Service locations (16%)

Males’  active mobile shopping is attributed in part to their being more likely than women to own smartphones. So if you’re wondering how men shop the first place you should probably look is mobile.
[Source: “Online Shopping Soars As Consumers Adopt Social Media and Mobile Technology As Shopping Tools.” Research Alert. EPM Communications, Inc., 17 Dec. 2010. Print. 22 Dec. 2010.] From Ad-ology

Why are these stats important?

Mobile shopping: How men shop.Learning more about trends and media choices by generation will help to frame an effective message and campaign. Understanding your target audience and where he chooses to shop, how he shops and how choices are made will provide a solid foundation for effective marketing. And even in a B2B conversation, men who are likely to use a smartphone in their personal life and for personal shopping choices, are certainly using it in their business to business interactions, too.

It’s still about that all important point of choice! And smart phone usage and mobile marketing will continue to grow. Happy branding!

About the author

Jennifer Larsen Morrow

Jennifer's four decades of work in the industry, starting as a designer and adding marketing, copywriting and digital marketing, has generated response for clients since 1978.

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