Breaking Stereotypes: Men Spend 36% More Than Women in Online Shopping, Reveals IIM-A Study
While the age-old adage has often painted women as shopaholics, recent surveys challenge this stereotype.?
Surprisingly, a study by IIM-Ahmedabad indicate that men are now spending more money shopping online than ever before.?
Men spend more on shopping online
An online survey was conducted by IIM-Ahmedabad which covered 35,000 respondents across 25 states.?
The report titled 'Digital Retail Channels and Consumers: The Indian Perspective', by IIMA's Centre for Digital Transformation (CDT) was launched on Saturday.?
According to the survey, men, on average, spent Rs 2,484 on online shopping, marking a 36% increase compared to the Rs 1,830 spent by women.?
What do men and women shop for online??
The survey revealed that 47% of men shopped for fashion followed by 37% for utilities and 23% for electronics.?
Among women, 58% shopped for fashion followed by 28% for utilities and 16% for electronics.?
However, the time spent by men shopping online is lesser, albeit minimally. While men spent 34.4 minutes on online shopping, women spent 35 minutes.?
Tier-2 cities shop online more than Tier-1?
In contrast to Tier-1 cities like Delhi, Mumbai, Chennai, etc., consumers residing in Tier-2 cities such as Jaipur, Lucknow, Nagpur, Kochi, etc., demonstrated a 63% higher expenditure on fashion and a 21% increase in online spending on electronic devices.?
The report said, "In doing exclusive shopping for fashion and clothing products, consumers in Tier- 2 cities have the highest per capita spending. However, a higher proportion of consumers engaging in exclusive shopping are from Tier-3 and Tier-1 cities, indicated the report."?
Further, compared to Rs 1,119 expenditure by a consumer from a Tier-1 city, those in Tiers 2, 3, and 4 spent Rs 1,870, Rs 1,448, and Rs 2,034, respectively.?
The preferred mode of payment for fashion and clothing products remained cash on delivery, with 87% of consumers opting for this method.?
According to the researchers, one of the primary motivators for online shopping is the pursuit of value for money, closely followed by the convenience of the process.?
The average expenditure remained within the Rs 2,000 range, suggesting a prevalence of budget-friendly shopping practices.?
The survey thus questions traditional assumptions about gender and consumer behavior, highlighting the evolving dynamics in the way people approach shopping in the digital age.?
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