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Male Shopping Habits Shift to Smartphones

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The next time you see a man enthusiastically swiping at his smartphone screen, don’t assume he’s searching for a date on Tinder. According to a Bronco Software survey conducted in January, he’s probably shopping.

Titled “Consumers Tell All,” the software company’s report found that one-third of men shop online at least once a week, compared to only 18 percent of women, a decline of 7 percent from the year before.

In addition, 63 percent of all online shoppers surveyed report owning a smartphone, while 10 percent prefer buying on a smartphone versus a tablet. Of those smartphone shoppers, most use a mobile web browser, with just 39 percent dropping dollars in an app.

This jibes with recent research from Ask Your Target Market, which revealed that 43 percent of mobile device owners don’t have any shopping related apps. Furthermore, PricewaterhouseCooper’s annual consumer survey found that about half of U.S. shoppers surveyed have researched products on their mobiles prior to purchase.

“Consumers are not spontaneously window shopping online stores or casually browsing product pages,” said Jim Davidson, head of research for Bronto Software. “They are utilizing multiple devices to extend their shopping experience and influence purchase decisions, creating a nonlinear ‘path to purchase’ that today’s marketers need to understand and embrace.”

And it’s important for marketers to know who their potential customers are in order to target them effectively. Bronco’s report revealed that 76 percent of 18- to 49-year-olds shop online at least once a week, with 37 percent of shoppers aged 30-39 driving the trend.

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