The Secret to How Men Use the Internet
Perhaps this mindset is the very force that drives men to be such ideal online consumers. If you have what they want, they will most likely buy it. It’s quick. It’s easy. It’s virtually pain free shopping from the comfort of their home. But your job is not quite as easy.
Your job is to make sure they find you first because as we have already learned, males aren’t going to take the time to search you out. Search engine optimization, anyone?
And while one man previously compared shopping to a having a root canal, the same study from Resource Interactive found that “men feel totally empowered online,” according to Edd Johns, executive director of strategy. “They felt like it was a game they could play, it was a game they would win.”
As I mentioned in earlier, men mostly use the internet for entertainment purposes. They do things like read the news, make travel plans and reservations, check sports scores and updates, download music, buy and sell stocks, and make competitive bids in online auctions like on eBay. They aren’t reading about what other guys are up to in their spare time, or what book is recommended this month. They have a purpose and are therefore purpose driven consumers.
In 2007, a Forrester study showed that males tend to stay online longer and devote more time to online entertainment and researching technical gadgets. See, the internet is “easy” for men to control. There are no parking lots to navigate, no lines to wait in and most importantly, no people to deal with.
This is evidenced by the fact that nearly 12.9 million males are estimated to shop online. Compare that with only 10.3 million females. In addition, almost twice as many men than women are shopping online for the first time each year. Research from comScore Networks indicates that males are moving from angst-ridden feelings in offline shopping to feelings of power online.
Roughly 41% of male shoppers plan to do as much of their shopping as possible online in the future and over half (55%) of the men shopping online also expect to expand the range of products and services they buy as well.
Carl Scheible, managing director of PayPal UK, said, “The online revolution has turned men into shopaholics. We love the quick and efficient nature of the internet, especially when it comes to buying technology and gadgets.” And as the internet continues to grow, and more and more products and services are available online, men’s “love affair with online shopping looks set to accelerate.”
What does this mean for you?
It means great things! It means that when targeting your male consumers, be clear, concise and direct. It means you will have to win them over with your accessibility and ease of purchase. It means they are primed and ready for you to make the sale and that means great things for you and your business.
But does it mean the same for women? That is the question. Now that we’ve explored how men shop and how men use the internet, we’ll now examine how women shop. The trick to selling might not be a trick after all!