New Report Reveals the Gender Gap in Use of Mobile Technology while Shopping

Marketing AttributionBehavioral Marketing

By Sudipto Ghosh On Jun 27, 2017

New survey by Euclid Analytics reveals women seek unique experiences, men expect convenience as key part of in-store shopping experience

Gender and in-store technology are more closely related than what was perceived earlier. According to the latest report by Euclid Analytics, women shoppers use mobile devices in more and diverse ways while shopping, compared to men. Women are not just leading the pack in checking email promotions and taking pictures of products, they are also more likely to take and share pieces of advice socially than men. It is clear that advanced shopping technologies will soon deliver relevant personalized experiences. However, male and female shoppers still prefer interacting with human sales people while shopping. Does this mean that Amazon Go may not be the ubiquitous choice of retail shoppers after all?

In a blockbuster deal of sorts, Amazon announced a few days back that it is buying Whole Foods for a record . The plan to upscale the grocery store with Amazon Go opens up a new stream of marketing opportunities across all technology formats, including in-app, video and in-store. While marketers brace themselves to deliver shopping experiences through Amazon’s advanced technology, it was still unclear how shoppers would be queuing up to enter the stores supported by mobile apps. Until now!

Euclid Analytics, a provider of behavioral targeting, retail analytics and omnichannel engagement solutions has revealed the results of its Evolution of Retail, 2017 Men v. Women Shopper Report. Based on the findings made by Euclid Analytics in its recent survey, the disparity in genders, between the use of mobile technology and other omnichannel engagements are clearly identified. The report evaluates the differences between behaviors of the male and female shoppers and assesses how much technology in physical retail is desirable.

Can Mobile technology actually disrupt shopping experiences?

The commissioned survey by Euclid Analytics polled over 1,500 consumers from the US and found that while there are differences in mobile engagement between men and women, both groups show a lack of interest in a store run solely by technology.

Brent Franson, CEO of Euclid Analytics, said, “Our study underscores that, despite technology’s increasing role in physical stores, customers still enjoy personalized human interactions while shopping. Ultimately, retailers that thrive will use data to inform immersive, tailored experiences for their physical locations – harvesting a deeper understanding of all their customers; delivering tailored, cohesive experiences across both digital and physical platforms with human interactions at the core.”

Mobile plays a central role in brick-and-mortar visits. But once a shopper enters the physical store, they are not looking for a tech-first experience. They want a break – an immersive, sensory experience that still incorporates human interaction at its core. While technology has a place in physical retail, it needs to enhance, not distract from the immersive experience of being in the physical location.

Euclid Analytics’ study reveals some of the consumer experiences that men tend to gravitate toward versus women and identifies the key aspects of the retail experience that create lasting impressions on each demographic.

Key Findings from the Report on Gender Gap in Use of Mobile Technology for Shopping

Amazon Go may be the most enticing opportunity for marketers to engage online buyers in converting them into in-store shoppers. The very fact that technology removes human interaction out of context is actually the reason why shoppers, both men and women, feel disconnected at stores.

How Shoppers use Mobile while Shopping

Women are more engaged on mobile while shopping: 37 percent of women text or chat with friends and family about buying options versus 24 percent of men; 41 percent of women look up email promotions versus 27 percent of men; and 42 percent of women take pictures of products to remember it for later versus 30 percent of men.

Unlike men, that depend more on Google Search for product recommendations, women prefer to use phone’s camera and text messages while shopping.

Shopping in physical store is ideal owing to personalized assistance

Shoppers from both genders acknowledged that it is easy to shop at in-store locations. Women value in-store shopping to confirm fit and style more than men. 65 percent of women shop in-store because of the ability to easily try on clothes and for tailored recommendations versus 55 percent of men.

Human interaction also plays a significant role in driving shoppers to physical stores, especially men. Men prefer to shop in-store owing to human interaction. 73 percent of men always or frequently interact with a sales associate at retail stores, compared to 65 percent of women. Interestingly, 28 percent of men consider the lack of responsiveness from an associate — their biggest pet peeve, when shopping in-store versus 23 percent of women.

Majority Shoppers may not visit Purely Tech-Driven Stores

Despite differences in the use of mobile technology while shopping, both gender groups agree majorly on their choice of store locations. Both groups not ready for Amazon Go! Less than half of both genders– 41 percent of men, and 46 percent of women, would be interested in visiting a purely technology-operated store. However, these tech-based shopping experiences are mostly driven by incentives and recommendations available online.

Key to Sales Success: Banking on Shopping Feedback and Deliver Relevant Recommendations

Shoppers want stores to provide best deals and saving options on their mobile even as they use smartphones to enhance in-store apps. Women lead all the way against men in seeking loyalty information in-store, product recommendations saved for later purchase and request attention from a store associate.

The findings on the gender gap suggest that complete transformation of in-store shopping experiences may still be a distant thought for marketers to achieve maximum revenue. Customer experience may drive sales for Amazon Go, shoppers may still prefer personalized human interactions to believe what they buy actually makes sense when they walk out.