| MasterCard Online Shopping Study |
| By Credit Federal |
Published
09/27/2008
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MasterCard Credit Card
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Most Frequent Online Shoppers are Women
According to a MasterCard survey, more women than men are shopping online and making purchases more frequently over the Internet. Of the women surveyed, 78% had shopped online, and women shoppers comprised more than half (57%) of those who had shopped six times or more over a period of three months.
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The survey revealed 'Price/Value' as the top factors for making an online purchase. 61% of women who admitted to shopping impulsively online, stated substantial discounts and lower prices found online were often the trigger.75% of female consumers who had shopped on impulse did so because of the lower prices, while 49% were attracted by the uniqueness of products which were only available online.
Other survey results:
- Top websites visited by women shoppers were those of retailers selling clothes and accessories (57%), cinemas and home appliances/electronic products (46% each), and supermarkets/superstores and airlines (42% each). Men’s favorite websites were those featuring home appliances/electronic products (60%), cinemas (44%), supermarkets/superstores (39%) and airlines (38%)
- More women (62%) visited merchants’ websites intending to make a purchase as compared to men (53%)
- Women seem to be more recent entrants into online shopping: fewer women (41%) have been shopping online for more than three years compared to men (47%). Forty-six percent have been shopping for about one to three years
- Besides the price/value of the products (89%), secure payment facilities (88%), convenient payment methods (88%), good customer service (82%) and promotions (82%) were also important to women online shoppers. While male online shoppers were similarly driven by price, security and convenience, they were less attracted by good customer service (77%) and promotional offers (76%)
- In terms of the overall shopping experience, male shoppers (84%) seem to be slightly more satisfied than women (78%). In terms of further improving the online shopping experience, enhanced payment security (74%), no additional service charges (66%) and more user-friendly websites (58%) were highlighted by both male and female online shoppers as factors making a difference
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