Performics study of social shopping finds men conduct research, compare products, read reviews, check availability, and find stores via social sites more frequently than women.
Performics announced the results of a 2011 Social Shopping Study conducted by ROI Research which found that men dominate women in five of six social shopping activities. The findings, contrary to some commonly held beliefs, indicate that men do a considerable amount of social shopping, and do more than women when it comes to checking for product availability, product research, reading reviews, getting store information, and comparing products via social networks. Women dominate in the areas of searching for deals,
Dana Todd, the Senior Vice President of Marketing and Business Development for Performics noted that women control 80% of household spending, so that it was "surprising for some to see men play a more dominant role in the social shopping process."
Another surprising finding from the study is that men visited social networks more than women. Of those frequenting a social network at least once a month, men were more frequent visitors than women on YouTube (54% vs 34%), Twitter (37% vs 24%), Google+ (36% vs 24%), Myspace (31% vs 20%), LinkedIn (20 vs 16%), while women more slightly more frequent visitors on Facebook (97% vs 96%).
The study explored the role of social networks with respect to the various stages of the purchase process. See a summary of the study's findings at Performics.