How Does Gender Affect Purchasing Decisions?

Among the numerous factors that can impact a customer’s purchasing behavior, gender stands out as a significant one. Men and women engage in shopping with distinct motivations, viewpoints, rationales, and considerations.

Extensive research spanning a decade has highlighted noticeable differences in the shopping behaviors of men and women. It is evident that their thoughts on shopping diverge significantly, and they approach online shopping in varied manners.

Understanding how gender differences shape purchasing decisions and identifying gender-specific tendencies (not stereotypes!) is crucial for any business aiming to enhance its effectiveness in selling to a diverse audience.

Let’s explore how these tendencies influence online purchasing behaviors and how you can leverage this knowledge and insights to your advantage.

1. It’s All in the Brain: Men on a Mission, Women on a Journey

Research has revealed several physical distinctions between male and female brains. According to an article in Scientific American, women have a thicker corpus callosum, the bridge of nerve tissue connecting the brain’s left and right hemispheres. This structural difference allows women to engage both sides of their brains to solve problems more swiftly, while men tend to rely primarily on the left side.

Generally speaking, the left hemisphere is responsible for logical computations and factual processing, whereas the right hemisphere excels in processing visual imagery and interpreting contextual information.

Corpus Callosum in Male and Female Brains (source: Psychology Today, SpringerLink)

Women utilize their more organized cerebral cortex for task performance, whereas men rely on the larger proportion of gray matter in the left hemisphere of their brains. Studies indicate that the corpus callosum, which connects the brain’s hemispheres, is generally larger in women. This difference facilitates better interhemispheric communication in women, allowing them to integrate analytical and intuitive processing more effectively.

In the context of shopping, these brain structure differences lead to men being more mission- and even task oriented shoppers”-oriented in their approach, while women tend to be discovery-oriented shoppers. Women are more inclined to adjust their initial objectives if doing so results in a more satisfying outcome (Stanford Medicine Magazine) (SpringerLink) (Psychology Today).

2. Men’s motives for shopping appear to be more utilitarian, whereas women’s shopping motives tend to be hedonic

Men’s shopping motives often appear to be more utilitarian, whereas women’s shopping motives tend to be hedonic.

Recent research indicates that customers have various underlying motivations driving their shopping behaviors, the majority of which can generally be categorized into two main types:

Utilitarian: This refers to the conscious consumer behavior in pursuit of a specific outcome, essentially shopping “to get something done” (Emerald).

Hedonic: This relates to intrinsic and emotional responses, where shopping is pursued because it is enjoyable (Emerald).

Men typically adopt a utilitarian, logic-based approach to shopping. They prefer concise, product-focused information that highlights why a purchase makes sense for them. It’s essential to get to the point quickly and use active statements that clearly demonstrate value (SpringerLink).

On the other hand, women are predominantly hedonic shoppers. To effectively engage women, creating emotive shopping experiences that resonate on a personal level is crucial. Women are interested in learning more about the brand, the lifestyle it promotes, and how the products will make them feel, making a purely functional approach less effective (Emerald).

For example, Zappos.com tailors its landing pages to these different shopping motives. The men’s version provides clear navigation by product categories, while the women’s version aims to evoke an emotional connection (Emerald).

For example, a recent campaign by Hilton Hotels leveraged long-form TikTok videos to engage their audience. The campaign, which featured Paris Hilton and other influencers, focused on the experience and journey of staying at Hilton hotels rather than just promoting the destination. This approach aimed to create an emotional connection and was particularly successful among women who frequently use TikTok (GWI).

3. Women Prefer the Hunt, Men Want a Quick and Effortless Process

Research indicates distinct differences in shopping behaviors between men and women purchased goods online only. In their study on online shopping orientations, Seock and Bailey discovered that women tend to visit more websites and thoroughly compare different options, whereas men are more focused on efficiency and speed during their shopping process (HubSpot Blog) (Semrush).

Women’s Shopping Behavior:

Women enjoy the process of browsing and exploring products.
They are more likely to find online sales and discounts.
Women click through e-commerce websites 30% more than men, indicating a preference for a comprehensive shopping experience.

To cater to female shoppers, it is essential to offer users a user-friendly interface that supports their browsing activities. This includes incorporating social shopping functionalities, high-quality visuals, and customer reviews (Shopify).

Example: Our Place Our Place is an excellent example of an e-commerce site that creates a positive shopping experience for women. The brand’s website features elegant lifestyle photography and showcases their products in various use cases. This helps shoppers visualize how the products will look and function in their homes, enhancing the shopping experience (Shopify).

By understanding and addressing these gender-specific shopping preferences, businesses can enhance their e-commerce strategies and improve customer satisfaction.

4. Women Consider Emotions, Men Focus on Facts in Decision-Making

When consumers recognize the need for buying a product or service, they gather and process information to evaluate their options. Research shows that men and women have distinct strategies for information processing and decision-making.

Women tend to be more comprehensive, considering both subjective (customer reviews) and objective information. In contrast, men favor objective information (make, model, speed, etc.) over subjective information (Semrush) (Shopify).

This doesn’t mean that men don’t value others’ opinions and experiences, but their approach differs: Men use the experiences of others to form their own opinions about a product, while women want to understand the reasons and motivations behind others’ purchases to see if their situations are comparable before considering it in their purchase decision-making (Shopify).

To cater to both genders, include not only product ratings but also in-depth, report-like product reviews or testimonials (Semrush) (Shopify).

Example: Zorali Zorali, an outdoor retailer, provides extensive product information, including user-generated content, product reviews, and instructional videos, helping customers make informed decisions based on both emotional and factual data (Shopify).

By understanding and catering to these differences, businesses can better meet the needs of their diverse customer base.

Women Make Decisions on a More Emotional Level, Whereas Men Approach Decision-Making with Facts and Data

When consumers recognize the need for a product or service, they gather and process information to evaluate their options. Research shows that men and women have distinct strategies for information processing and decision-making.

This doesn’t mean that men don’t value others’ opinions and experiences, but their approach differs: Men use the experiences of their family and others to form their own opinions about a product, while women want to understand the reasons and motivations behind others’ purchases to see if their situations are comparable before considering it in their decision-making (Retail TouchPoints).

To cater to both genders, include not only product ratings but also in-depth, report-like product reviews or testimonials (Emerald) (Retail TouchPoints).

Men are Loyal to Brands, Women are Loyal to Good Service

A study by the Erasmus University showed that once men found a brand that worked for them, they were more likely to stick with it, which is especially true for apparel, automobiles, financial services, and home electronics. Conversely, women showed a greater degree of loyalty if they received good service.

These findings suggest that when advertising to women, it is important to use marketing to build a personal relationship with female customers, while marketing to men should highlight the advantages and benefits of the products (SpringerLink) (Emerald).

Example: For instance, an effective marketing campaign could involve email marketing that targets men by predominantly displaying product features and benefits, while for women, it could include personalized messages and stories about customer experiences (Retail TouchPoints).

By understanding these differences and catering to them, businesses can better meet the needs of their diverse customer base.

Girls Watch Faces. Boys Watch Objects.

Men are More Likely to Make Purchases on Mobile Devices

While men were historically the early adopters of online shopping, women have quickly caught up. Recent trends, however, show that men are more likely to use mobile devices for shopping. According to a 2024 study, 60% of men prefer using a brand’s app or website, with 44% of men using mobile payments at least once in the past month. This contrasts with 18.2% of women who used smartphones and 16.9% who used tablets for shopping (Capital One Shopping) (Cloudwards).

Despite these differences, mobile acceptance is promising for both genders. To increase revenues from mobile shopping, it’s essential to tailor mobile strategies to the distinct preferences of men and women:

Men’s Mobile Shopping Preferences:

Men favor mobile shopping sites and apps that save them time and cost. They look for efficiency and value in their mobile shopping experiences (Capital One Shopping) (Cloudwards).

Women’s Mobile Shopping Preferences:

Women enjoy apps that allow them to browse products and catalogs and share information within their networks. They prefer a more exploratory and social shopping experience (Tidio) (Capital One Shopping).

Example: Retailers can enhance their mobile strategies by developing features that cater to these preferences. For example, including quick checkout options and price comparison tools for men, while offering detailed product descriptions, high-quality images, and social sharing options for women, can improve the shopping experience for both genders.

By understanding and addressing these mobile shopping behaviors and preferences, businesses can better cater to their diverse customer base and increase mobile shopping revenues.

7. Good Customer Service: Women Want to Feel Important, Men Want to Get Out Fast

Providing excellent customer service and maintaining high customer satisfaction is crucial in contemporary marketing, as satisfied customers tend to be more loyal and consume more.

Men’s Customer Service Preferences:

For men, good service means helping them find the right item and ensuring a quick checkout process. They appreciate efficiency and speed in their shopping experience (Hiver) (HubSpot Blog).

Women’s Customer Service Preferences:

For women, customer satisfaction is strongly linked to a store’s willingness to share expert advice and demonstrate familiarity with the product. Women value assistance in determining which products best suit their needs. According to recent studies, 29% of women considered the “lack of help when needed” as the top problem when shopping, making it the likeliest reason stores lose female customers (Hiver) (HubSpot Blog).

Guided Selling: Guided selling can help businesses meet the service expectations of both male and female shoppers by prioritizing the shopper’s needs, offering help and guidance, and providing a faster way to suitable products. This approach ensures that both genders receive the type of service they value most.

Example: Total Wine & More Total Wine & More targets both men and women through comprehensive training, support and expertise, ensuring staff can offer personalized recommendations. The store creates an engaging shopping environment, organized for efficient shopping and inviting for leisurely browsing. Additionally, they host educational events and tastings that appeal to both genders by providing social and informative experiences (Small Business Trends) (HubSpot Blog).

By understanding and addressing these gender-specific preferences, businesses can enhance their customer service strategies and improve overall customer satisfaction.

Conrad TV advisor

8. Women Perceive Higher Levels of Risk for Online Shopping

It’s important to recognize that males and females perceive higher levels of risk when shopping online, leading to hesitation when making purchases. Women focus more on trustworthiness and assurance issues, valuing the ability to share opinions and ideas. Men, on the other hand, focus more on the value gained through the purchase.

Research by Van Slyke, Comunale, and Belanger (2002) indicates that female customers in e-commerce are more rational and sensitive to risks compared to their male counterparts. Privacy concerns are a major impediment to consumers trusting e-vendors. Many studies have shown that women perceive more risk than men in similarly framed situations (Sogolytics – Online Survey Tool).

Women are typically more cautious about sharing private information unless they have long-standing relationships with a vendor. They tend to be more suspicious and less trusting.

When designing strategies to increase trustworthiness, it’s crucial for marketers to keep female consumers in mind. Ensuring privacy, building trust through transparency, and providing ample opportunities for feedback can help alleviate their concerns (Sogolytics – Online Survey Tool).

Best Ways to Target Male and Female Shoppers

Targeting Female Shoppers:

Email Marketing: Women are more likely to respond to email marketing. Ensure your emails are informative, empowering, and provide reassurance about your products. Women often check their emails during lunchtime, so time your campaigns accordingly. Including coupons or discount codes can fulfill their desire to find the best bargains (Small Business Trends) (HubSpot Blog).
Trust and Assurance: Women focus on trustworthiness and the ability to share opinions. Provide detailed product descriptions, customer reviews, and transparent policies to build trust and reduce perceived risk (Sogolytics – Online Survey Tool) (HubSpot Blog).

Targeting Male Shoppers:

Paid Advertising: Men are more responsive to paid advertising, particularly when they are searching for specific products. Invest in ads that highlight the value and efficiency of your products, ensuring they appear in search results when men are looking for similar items (HubSpot Blog) (Absent Answer).
Quick and Efficient Information: Men prefer quick and straightforward information. Use concise and clear messaging in your ads and product descriptions to appeal to their preference for efficiency (Small Business Trends) (Absent Answer).

By understanding these preferences and tailoring your marketing strategies accordingly, you can effectively reach and engage both male and female shoppers.

Conclusion

In a world where personalization is key, businesses must consider which gender they are targeting. The fashion industry was among the first to recognize and respond to the different shopping behaviors of men and women. By acknowledging the distinctive differences between male and female online shoppers, businesses in any industry can effectively enhance customer engagement, conversion, and loyalty.

However, it is crucial to remember that individuals are unique. While there may be gender and age-specific tendencies, every shopper wants to be treated as a unique individual. Avoid stereotypes and strive to understand each shopper’s motives and expectations to provide the experience they demand.

Apply these tips and observe the difference in your traffic and sales rates. Share your thoughts in the comments below. What gender-specific marketing and sales strategies can you recommend?