Tag Archives: Consumer behaviour

Men Don’t Shop – They Buy

There was a great movie that came out in 1979 called “Starting Over.”

Cover of "Starting Over"

Cover of Starting Over

It starred Burt Reynolds as a newly divorced man and featured Oscar-nominated performances by Candice Bergen and Jill Clayburgh.  I thought of that film the other day as I read about a piece of research from the folks at  uSamp.  I’ll explain why in a second, but first the research findings, which you can read about here:

Men are more likely than women to buy a variety of products, including digital content and consumer electronics, on mobile devices.  30% of male respondents in uSamp’s study said they have bought digital content via a mobile device, compared to just 20% of women. The disparity is even wider when it comes to consumer electronics; 27% of male respondents said they have bought a consumer electronic via a mobile device vs. 8% of female respondents. Men seem to be more active on mobile devices after the purchase as well. 35% of male respondents (females: 28%) indicated that they have commented on a purchase via a mobile device, and 26% (females: 16%) have written a review of a purchase.

There is a scene in the 30-year-old movie which reminds me of why the above is no surprise.  After he gets kicked out, Reynolds’ character needs new stuff – a bed, etc.  He goes shopping by walking quickly through the department store aisles followed by a clerk pushing a cart.  He slaps items as he goes, which the clerk throws into the cart.  The point is that most men don’t look as shopping as an experience but as a task, and we all know that tech devices are great at helping us accomplish tasks more quickly and efficiently.  Men don’t “shop” – we buy.

Your primary target is something to consider as you’re thinking through the customer experience   The differences between male and female shoppers should be taken into account.  If you’re a sporting goods store,for example,  maybe spending more money on anything that makes the process more efficient (faster checkout, more visible information about products, huge store directories) is a better investment than in-store music, snazzy graphics, or clever displays.  One can carry that thinking to a web shopping experience, a sports app, or any other business.

See the movie if you get a chance, and remember the lesson even if you don’t.  Funny how research keeps echoing real life!

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10 Trends To Watch

As I wrote yesterday, I was fortunate to have been invited to the BMO Capital Markets Advertising and Marketing Services Conference. It’s run by a really smart guy named Dan Salmon, BMO Capital Markets’ Marketing & Advertising equity research analyst.  He was the event host which included a full-day agenda of presentations, panels and fireside chats.  In Dan’s words:  “The conference focused on the changing trends in innovation, technology and consumer behavior and their impact on the marketing and advertising industries.”

I came away from the day with a notebook full of thoughts I want to discuss with you but for today, let me tell you about Dan’s eye-opening presentation that began our day and set everything into context.  He identified 10 Trends to Watch and I think you’ll find them of interest.  They are:

  • The integration of technology into other industries
  • The unprecedented explosion of data
  • The need to coordinate connections
  • Transactional marketing
  • The fact that addressable TV is almost here
  • The continued rise of in-store marketing
  • Reputation management
  • The emergence of the digital marketing hub
  • New privacy laws
  • Brazil

Over the next little bit I want to explore many of these with you since they will affect almost anyone in business over the next year or so.  What amazed me (as usual) was how much is going on in marketing that is having an enormous effect on us all while remaining pretty below the radar, particularly with respect to the explosion of data and the push into local digital advertising by a lot of service firms.  So have a good weekend and come back Monday ready to think in some new ways.

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