Not surprisingly, the way men and women shop online mirrors very closely how they shop offline, according to Andrew Robertson, CEO at advertising agency BBDO.
Men tend to be very task-focused when they shop online, Robertson said. "They don't shop, they hunt," he said, adding that they tend to make purchases at night. The differences in how men and women shop online mirror very closely how they shop offline, says BBDO CEO Andrew …
Women, however, tend to think of shopping as "a journey" and they are more likely to buy during their lunch breaks between noon and 1 p.m., he said.
The result: When it comes time to make a purchase, men shop online for an average of 10 minutes before they complete their purchase, while a woman may take about 14 minutes or so - or about 40 percent longer.
So why can't a woman shop more like a man? The answer is: she can. But that tends to occur when the pressure is on to make a speedy purchase. For example, on a day like Black Friday or Cyber Monday the gender gap narrows, according to Robertson.
He thinks retailers need to ...
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