Men and Women Have Different Online Spending Preferences; Age and Income Also Determine Online Spending Habits According to New Ernst & Young Research
ATLANTA--(BUSINESS WIRE)--April 21, 2000--
Men Really Are "From Mars" and Women "From Venus" When Shopping Online
New research released today by leading professional services firm
Ernst & Young highlights how differences in gender, age and income
level impact the online retailing experience. In its online survey of
1,200 U.S. Internet users, men and women, in particular, had very
varied responses when identifying their favorite web sites and online
shopping categories.
According to the research, while both men and women selected
Amazon.com, BarnesandNoble.com and CDNow as their favorite sites, there
is a vast difference in sites listed after these top three. Men favor
sites that specialize in electronics, entertainment and home/office
supplies, while women turn to sites that feature health and beauty
products, apparel and even e-greetings.
Men's Favorite Sites Women's Favorite Sites
Amazon.com (55 percent) Amazon.com (49 percent)
BarnesandNoble.com (31 percent) BarnesandNoble.com (30 percent)
CDnow.com (30 percent) CDnow.com (24 percent)
Buy.com (25 percent) Etoys.com (21 percent)
Egghead.com (22 percent) Drugstore.com (20 percent)
Office Max (16 percent) JC Penney (18 percent)
Best Buy (15 percent) Buy.com (17 percent)
Office Depot (14 percent) Disney (17 percent)
Etoys.com (13 percent) PlanetRX.com (17 percent)
Reel.com (13 percent) BlueMountainArts.com (15 percent)
When asked to name their favorite online categories, both men and
women selected computers, books and CDs in varying order. Following
these three primary categories, however, the sexes diverge. Men lean
to purchasing small consumer electronics, videos and air travel, while
women prefer health and beauty sites, as well as toy and apparel
sites.
Men's Favorite Online Categories Women's Favorite Online Categories
Computers (76 percent) Books (64 percent)
CDs (60 percent) CDs (60 percent)
Books (59 percent) Computers (57 percent)
Small consumer electronics Health & beauty (42 percent)
(44 percent)
Videos (38 percent) Toys (41 percent)
Air travel (34 percent) Women's clothing (39 percent)
Magazines (31 percent) Children's clothing (31 percent)
Men's clothing (29 percent) Videos (28 percent)
Toys (29 percent) Magazines (27 percent)
Hotel reservations (26 percent) Small consumer electronics
(26 percent)
Women's clothing (21 percent) Air travel (24 percent)
Health & beauty (19 percent) Flowers (21 percent)
Sporting goods (19 percent) Men's clothing (20 percent)
"While men and women may differ in their online shopping
preferences, the good news is that more consumers are flocking to the
internet than ever before and they were the big winners this year in
the e-tail marketspace," said Kris Spain, Ernst & Young's Southeast
Area Retail Industry Services Leader. "They were able to use the
internet to find good products at competitive prices and, in some
cases, take advantage of aggressive promotions such as free shipping."
Women Prefer Apparel and Health & Beauty/Men
Choose Computers and Electronics
In analysis, more women than men bought children's clothing (31
percent of women vs. 18 percent of men), women's clothing (30
percent vs. 21 percent), health and beauty aids (42 percent vs. 19
percent), and toys (41 percent vs. 29 percent).
On the other hand, more men bought computers (76 percent of men
vs. 57 percent of women), small consumer electronics (44 percent vs.
26 percent), videos (38 percent vs. 28 percent), men's clothing (29
percent vs. 20 percent), financial investments (14 percent vs. 6
percent), and sporting goods (19 percent vs. 12 percent).
Men Make Travel Plans Online/Online Auctions Also Popular
The data also revealed that, interestingly, more men purchased
travel-related services online than women. Men made more airline
reservations (34 percent vs. 24 percent), hotel reservations (26
percent vs. 18 percent), and car rental reservations (18 percent vs.
10 percent).
In addition, more men (55 percent) than women (48 percent)
participate in online auctions, and more men (58 percent) than women
(39 percent) are considered "heavy buyers" spending over $500 online
in the previous year.
Age and Income Impact Online Buying Decisions
Young People Prefer Videos and CDs/Also
Make More Spontaneous Purchases
The research shows that more young people buy CDs and videos
online. Seventy percent of people age 29 and under bought CDs online
vs. 60 percent of 30-49 year-olds and 52 percent of those 50 and over.
Additionally, 40 percent of those under 29 bought videos vs.
32 percent of those 30-49 and 30 percent of those 50 and over.
When it comes to unplanned purchases, adults 60 years-of-age and
older are least likely to be spontaneous online. Eighty-eight percent
of people under the age of 25 have made an unplanned purchase vs. only
60 percent of the 60-plus group. Adults over 60 also tend to stick to
a few favorite sites. Those over 60 have made purchases from an
average nine sites, while those under 25 have made purchases from an
average 12 sites.
Dollars Spent Online Directly Correspond to Household Income
There are no real surprises when reviewing online purchases and
income levels. As income goes up, so too do the number of online
purchases. Sixty-one percent of people making over $100,000 made 10 or
more purchases online last year, while only 32 percent of people with
household incomes under $30,000 made 10 or more purchases.
There was also a direct correlation between dollars spent online
and household income. Eighty percent of people making $100,000 or more
are considered "heavy buyers," spending over $500 online in the past
12 months vs. only 29 percent of people making under $30,000.
Favorite categories of people making $100,000 or more were:
computers (73 percent), books (67 percent), air travel (55 percent)
and small consumer electronics (47 percent). Comparatively, favorite
categories of people making under $30,000 were: books (51 percent),
CDs (59 percent), computers (65 percent), toys (29 percent) and videos
(31 percent).
About Ernst & Young
Leveraging its strengths in e-business and drawing upon its deep
knowledge of the retail and consumer products industry, Ernst & Young
has developed a dedicated capability in e-tailing, helping retail and
consumer products companies develop and execute 24x7 businesses that
fully leverage Internet-based technologies to sell directly to
customers. It is led by Stephanie Shern, Vice Chairman, and Global and
U.S. Director of Retail and Consumer Products.
Ernst & Young (www.ey.com) is one of the world's leading
providers of services in assurance, consulting, corporate finance and
tax. More than 85,000 people around the world act as creative
catalysts, joining forces with clients to do all it takes--FROM
THOUGHT TO FINISH(TM)--to achieve positive, significant change. E&Y
pioneered the development of advanced solutions that connect clients,
partners and employees with E&Y resources and knowledge to help them
rapidly reach their goals. Ernst & Young refers to the U.S. firm of
Ernst & Young LLP and other members of the global Ernst & Young
organization.
For full survey findings from Ernst & Young's Global Online
Retailing Report, please visit the Ernst & Young Web site at
www.ey.com.
CONTACT:
Ernst & Young LLP, Atlanta
Marcia Gammeter, 404/817-4233
marcia.gammeter@ey.com |
