In 2013, 22 percent of men completed purchases on their phones, while just 18 percent of women did. Twenty percent of men also reportedly made purchases using a tablet, compared with just 17 percent of women, according to a study conducted by SeeWhy and reported in the Washington Post.
Although women account for the largest percent of household spending, men account for a large part of online spending. Data from a BI Intelligence report shows that 57 percent of all women in the United States and 52 percent of men made an online purchase in 2013.
SeeWhy research also shows that men are less tolerant of hiccups in the mobile shopping process, such as slow Internet, small screens and navigation issues. Men are reportedly more likely to get frustrated with a device and abandon a purchase while women are more likely to abandon purchases because of indecision.
"Women indicated they weren't ready to buy two times more than male respondents, with 62.5 percent of females, versus 24.7 percent of males, revealing a desire to browse more before buying via their tablets," the SeeWhy report stated. "We can consider this classic shopping behavior, where the shopping process is considered by many women to be recreational, 'retail therapy.'"
In addition, men take the lead on shopping in online auction sites. In men ages 18 to 34, 43 percent shop on sites such as eBay, compared with 31 percent of women.
The mobile shopping scales may not tip in men's favor for long. With many shopping websites testing in-app shopping capabilities, retailers are attracting the attention of a female demographic. Just this week, Wanelo announced the testing of an in-app purchase button.
-See this Washington Post article
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