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What Do Women Want When They Shop?

April 22nd, 2013 ::

By Rieva Lesonsky

The way women shop is changing, with brick-and-mortar stores no longer the focus, reports the second annual SheSpeaks/Lippe Taylor Women’s Buying Behavior Index. The study polled some 2,152 women in the past two months about their buying habits and future purchasing plans.

The biggest finding? Shopping no longer starts in stores, but online. Asked how they most often research products, some 71 percent of women say they use their desktop/laptop and 18 percent chose a mobile phone or tablet. Just 6 percent said they research by actually browsing in a physical store; amost as many (5 percent) say they ask friends and family.

Where do women most often make the actual purchase? Even when it comes to buying, digital still has a slight edge, with 47 percent saying they most often buy via desktop/laptop. Forty-five percent most often go to the store. Just 8 percent say they most often buy via mobile phone or tablet.

While mobile devices aren’t women’s top choice for making the purchase, they are heavily used for other types of shopping behavior:

  • 53 percent use phones and other devices to find store locations and hours
  • 49 percent use mobile devices in-store to look up and compare prices
  • 46 percent use them to search for coupons
  • 41 percent use them to get detailed product information
  • 24 percent use them to make purchases

If you’re trying to target women with your marketing messages, you’ll want to know when they typically do their research. Most (43 percent) said they research at home during the day; 42 percent say they research at home at night. Just 9 percent did product research at work and only 7 percent did so at home on the weekends.

Women’s purchasing habits don’t just affect the products and services they buy for themselves. Women not only wield major influence over men, they actually buy for them. Asked in what categories they are the primary shopper for their husband or boyfriend, 71 percent say apparel; 69 percent say grooming products; 51 percent cited travel; 39 percent said technology products; 29 percent said financial products and services and 18 percent said cars.

What does it mean to your business?

Online research is a huge factor in the purchasing process for women, with nearly 90 percent of women regularly going online on computer, tablet or phone before they buy. Make sure you provide all the information women need to make their decision, including:

  • Reviews and ratings of your business
  • Local search information about your business so women can more easily find you
  • Search-optimized website that drives women to your site when they use the keywords relevant to your business to search for information

Another huge takeaway? Even if you sell products and services for men, you need to take women into account, since women are buying just about everything for men (and, if not actually buying, most likely having input into the decision). When you picture your target customer, picture his wife or girlfriend, too, and target specific marketing messages to her.

Image by Flickr user Kevin Ryder (Creative Commons)

The views expressed here are the author's alone and not those of Network Solutions or its partners.

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