Don't Forget Men Can Shop Too !

When we consider the different ways that men and women use the Internet, we can gain a greater deal of knowledge on how to position our products online. For example, studies into consumer behavior (Western studies) show men are more likely to use the Internet to:

o Read the news
o Buy travel services or make reservations
o Check sports scores and gather sports information
o Stay updated on political news
o Participate in online auctions, such as ebay
o Write content to publish online
o Download music Buy and sell stocks, bonds and mutual funds

Where women use the Internet to:
o Get health information
o Read spiritual and religious information
o Gain access and participate in support group websites

* Although the consumer research was western in focus I believe it fundamentally holds true for China although I would suggest Social Media channels now has an increasing greater influence. i.e., BBS for women and Gaming for men.

While it is true that both men and women usually spend allotments of time online and consumer different content and information; I find many digital marketers still have gender stereotypes that dictate the directions of their online campaigns that are sometimes misaligned. eMarketer found that online, men visit more sites and stay longer than females. They are search engine users and participate in all forms of social media, particularly videos. In addition, they are more mobile, avid users of laptops, wireless broadband connections and mobile phones.

So, it should be recognized that just as the eCommerce market changes the demographic profile and online consumer behavior is also evolving. I argue that in this dash of cash online, men are largely being forgotten as contributing to the growing eCommerce segment by marketers.It is true, we men are out numbered online by women but we have cash, credit cards and a desire to purchase. Target us with ads and messages that appeal to our inner desires, and leverage the content/media channels online where we reside. Don't just think about the male demographic for beer, football or reusable HP toner ads. Consider broadening your profile to include insurance, clothing (specific for this segment), travel and financial products.

What do others think? Any men out there that have cash and want to spend in areas beyond the ones I mentioned? What do the women think? Have the men been a forgotten online generation?

Dr. Mathew McDougall
Executive Chairman & Chief Executive Officer
SinoTech Group

Dr. Mathew McDougall is recognized Worldwide as a leading expert in Interactive Marketing and online analytics. He brings 18 years of professional experience in the Internet, wireless, new media, and software sectors. He has done business internationally in 12 countries and is a seasoned executive in strategy, international sales and marketing, and general management. Dr. McDougall founded the SinoTech Group of companies in Beijing in 2007.

Digital Marketing Inner Circle
http://www.sinotechblog.com.cn

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