- Men are more likely than women to shop using digital channels during the holiday season, according to a Harris poll.
- Almost one-third (31%) of males polled say they will shop “completely” or “mostly” online, with 24% of female respondents saying the same.
- Men and women over 65 were somewhat more likely to shop in-store, as were people with incomes of less than $50,000 per year.
A Harris Poll performed on behalf of app software specialist CA Technologies says that found that men are more likely to turn to digital channels during the holidays, with 31% saying they will do their shopping “mostly” or “completely” online. Only 24% of women said the same.
The percentage of male and female respondents doing their shopping “mostly” or “completely” in-store was the same, at 25%. More than half of women (52%) said their holiday shopping would be an even mix of online and in-store, a response picked by 43% of men.
Differences tended to repeat regardless of age, education, and income levels, with over-65s of both genders leaning more toward in-store shopping, alongside those with reported incomes under $50,000 per year.
Other poll results, however, suggest that the difference between men and women is that women plan better when it comes to shopping, with comScore reporting that women making up 59% of shoppers buying via desktop on Cyber Monday, and Epsilon showing they are more likely to look for coupon specials.
Together, the polls may indicate that last-minute offers targeting male buyers online will deliver more sales, while many women may already be done shopping or have turned to traditional channels.