Men are now top online shoppers

Be the first to comment

Nearly a third of American men say they shop online at least once a week. Only 18% of women make the same claim

As far as online shopping frequency goes, the genders had been right in line, according to Bronto Software's 2014 "Consumers Tell All" survey. A quarter of both U.S. men and women polled in this 1,000-person survey identified themselves as "frequent" shoppers who hit retail sites at least once a week. But the 2015 survey, released this week, appears to have detected a tectonic charge.

Almost a third of men (30%) now shop e-tail sites weekly, compared to only 18% of women. Last year even-Steven; this year a 12% rift. What's going on here?

"This was really shocking to me. We're seeing the same trend in Canada," says Bronto research chief Jim Davidson. "This is a survey of shoppers, not of transactions, so it could be there is a difference of perception about what shopping is between the genders."

Checking a Pinterest page may not fall under the category of shopping for women, posits Davidson, though for some males it might serve a less intimidating way to begin the shopping process. "Some of those complexities that once held you back have now been eased by high-speed Internet connections," Davidson says. "You can learn about size, colors, free shipping. There's less of a barrier to entry."

Or it might be that better use of technologies like mobile landing pages and beacons by brick-and-mortar retailers have sent more women shoppers back into stores. That could be behind the eight-point increase (from 34 to 42%) in ladies who said they shopped online less than once a month in Bronto's new survey.

Davidson's not sure, but there's one thing he'll say for certain: "This should provoke online retailers to analyze consumer behaviors away from the norms established just last year. We are definitely seeing a high rate of change in consumer behavior."

This article first appeared on


The latest work, news, advice, comment and analysis, sent to you every day

register free

Campaign Jobs

Thousands of jobs across advertising, creative, marketing and media

Trending on Campaign


The Hub 
Marketing Tech News