Holiday Online Shopping “Battle of the Sexes”: Is Patience Truly a Virtue?
Survey Finds Women More Likely than Men to Make Impulse Purchases Online Based on Limited-Time Offers
KING OF PRUSSIA, Pa. – Dec. 10, 2007 – The propensity to act on limited-time online shopping offers this holiday season is a key difference between the way women and men shop online, concludes GSI Commerce Inc. (Nasdaq: GSIC), a leading provider of e-commerce solutions, based on the results of a recent survey of online1 U.S. adults. Understanding gender differences regarding limited-time offers and other factors that lead to “impulse buys” online can help shape e-retailers strategies for attracting U.S. shoppers during the holiday season.
Surveying adults with Internet access, GSI discovered that a gender divide exists when determining the factors that influence impulse buys (comparing male and female adults ages 18+). The survey indicates that:
• Women, ages 45-54, are more likely than men of the same age to make an impulse buy online based on a limited time offer, whether it’s a sale, rebate, or offer of free shipping (55% versus 38%, respectively).
• Free returns are less likely to sway men, ages 45-54, than women in their age group to make an impulse buy online (51% somewhat or very unlikely versus 36%, respectively).
• While both men and women are somewhat or very likely to impulsively buy something online that is “perfect” for someone they know (59%), women are more likely (65% of females versus 54% of males).
“There are notable differences between what compels men and women to make impulse buys, which can be a meaningful part of e-retailers’ overall merchandise sales during the holidays,” said Fiona Dias, executive vice president of partner strategy & marketing for GSI. “E-retailers need creative online marketing strategies that account for gender preferences and proclivities, especially as competition to attract consumers heats up during the holiday shopping crunch.”
While a gender divide exists among factors that lead to making an impulse purchase online, results of a survey released last month by GSI showed there are more similarities than differences between the sexes when it comes to the importance that different Web site features have in influencing their decisions of where to shop online this holiday season:
• Thirty-four percent of men and 34% of women consider a well-known site/brand to be a very important.
• Forty-six percent of women versus 47% of men indicate a professional site design is an important or very important feature.
• However, more women than men find a convenient return policy to be a very important feature (46% of women versus 34% of men).
About the survey: This Online Holiday Shopping study was conducted online within the United States on behalf of GSI Commerce Solutions between October 19 and October 23, 2007 among 2,818 U.S. adults ages 18+. Results were weighted as needed for age, sex, race/ethnicity, education, region, and household income.
All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal. Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys.
The data have been weighted to reflect the composition of the online U.S. adult population on the basis of Internet usage (hours per week) and connection type. Because the sample is based on those who agreed to be invited to participate in the Harris Interactive online research panel, no estimates of theoretical sampling error can be calculated.
1 For the purposes of this study the data was weighted to reflect the population of U.S. “online adults” on the basis of Internet usage (hours per week) and connection type.
About Harris Interactive
Harris Interactive is the 13th largest and one of the fastest growing market research firms in the world. The company provides innovative research, insights and strategic advice to help its clients make more confident decisions, which lead to measurable and enduring improvements in performance. Harris Interactive is widely known for The Harris Poll, one of the longest running, independent opinion polls, and for pioneering online market research methods. The company has built what it believes to be the world’s largest panel of survey respondents, the Harris Poll Online. Harris Interactive serves clients worldwide through its North American, European and Asian offices, and through a global network of independent market research firms. More information about Harris Interactive may be obtained at http://www.harrisinteractive.com. To become a member of the Harris Poll Online and be invited to participate in online surveys, register at http://www.harrispollonline.com.
About GSI Commerce
GSI Commerce® is a leading provider of e-commerce solutions that enable retailers, branded manufacturers, entertainment companies and professional sports organizations to operate e-commerce businesses. We provide solutions for our partners through our integrated e-commerce platform, which is comprised of four components: technology, customer care, fulfillment and marketing services. We provide e-commerce solutions for approximately 85 partners.
Forward-Looking Statements
This news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. All statements made in this release, other than statements of historical fact, are forward-looking statements. Actual results might differ materially from what is expressed or implied by these forward-looking statements. Additional information about potential factors that could affect GSI Commerce can be found in its most recent Form 10-K, Form 10-Q and other reports and statements filed by GSI Commerce with the SEC. GSI Commerce expressly disclaims any intent or obligation to update these forward-looking statements.
