uSamp: Women's mobile purchases lag behind men's

According to a September 2012 research report, the number of women in the United States who actually make payments through mobile lags behind men. As mobile e-commerce becomes more popular, men are more impulsive than women. Women are more enthusiastic about mobile coupons and are more willing to use their devices for product searches and savings transactions.

According to an online survey by uSamp Market Research, about one-third of men buy digital information through mobile devices. Almost the same number of men also buy consumer electronics through mobile devices, and 23% use mobile devices to buy movie and event tickets.

Except for health and beauty products, there are relatively few categories of mobile products involving women. The biggest difference is in the category of consumer electronics, where women's purchase trend is 19%, far behind men.

Not only are men more active than women in purchasing, they are also more prominent than women in many mobile shopping activities. uSamp's survey shows that in the United States, 91% of mobile device users have scanned a mobile barcode, while only 85% of women do. However, more than half of male mobile users will use their mobile devices to pay, compared to just over a third of female users.

In addition, according to uSamp's research, female mobile users use mobile coupons more frequently than male mobile users, at a rate of 44% compared to 35%.

Digital advertising research agency Moosylvania also pointed out in its mobile shopping research that women are a large group of mobile coupon users. It is understood that in November 2011, 44% of American smartphone users redeemed online coupons through mobile phones, while only 34% of men did so.

The same Mooslyvania study also found that the acceptance of location-based mobile coupons among female smartphone users in the United States is 32%, while that among male users is only 26%. When launching mobile commerce-related activities and strategies, marketers should pay attention to these gender differences.

Translation: Aimee //weibo.com/zyh0530