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E-shopping: women look closer when shopping online
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Half of female customers want to zoom in on product photos
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One in three men listens to the recommendations of others
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Hamburg, Germany, December 12th, 2006 –
Women look closer when they shop on the Internet. Almost half of female consumers prefer zoomable product photos when they go shopping on the Web. By comparison, only 40 per cent of men require that. The reason is that men and women shop differently. While male consumers prefer to spend money on mass products such as electrical appliances, female customers are more interested in individualised products such as clothing (54 per cent). That is why one in ten women appreciates virtual trying-on facilities. These are some of the findings of the E-Shopping-Trend 2006 survey conducted by novomind in collaboration with wiwo.de and handelsblatt.com.
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The preferences of men and women diverge most when it comes to the services they demand from an online shop. Customer ratings may be liked by both (men: 65 per cent, women: 63 per cent) as an inspiration when strolling through the virtual marketplace. But when examined more closely, the gender harmony disappears. Before a female customer decides to buy, she would like to know whether the clothes suit her. Four out of ten women therefore require a three-dimensional product view and a way of combining colours to their own taste. But less than one in three men requires that; male consumers are more interested in the advice of other people when it comes to choosing their products.
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One in three men relies on consumers’ recommendations when buying online—such as "Customers who bought this product also bought . . .”. Only 18 per cent of women, on the other hand, use these practical tips as a decision-making aid. Measured in terms of the age structure, 21 to 30-year-olds and 31 to 40-year-olds place a lot of value on neutral advice. Two-thirds of both age groups listen to independent advice, and this applies not least to the choice of virtual marketplace. 36 per cent of end-customers decide for or against a particular shopping platform on the basis of their own previous experience or the experience of people they know.
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The latest novomind survey, E-Shopping-Trend 2006, was conducted in June 2006 in collaboration with wiwo.de and handelsblatt.com. The survey focused on current trends in e-shopping and virtual marketplaces. 506 end-customers participated in the online questionnaire.
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novomind is a software developer in Hamburg and the fastest-growing company in the field of electronic customer communications and mail management. As the leading provider of innovative solutions for digital customer communications, novomind AG provides software for service-oriented and personalised customer dealings. The software not only optimises efficiency in customer administration significantly, it also gives the user a faster return on investment. The portfolio of the Products division includes the novomind Self Service Suite™. The software package contains all the communication modules necessary for a customer service centre on a central knowledge basis: e-mail management, virtual customer consulting and systems for interactive, real-time communication. The novomind AG Services division implements complex e-business applications. More than 40 major companies have already decided in favour of novomind technology, among them Citibank, Otto, Yello Strom and the German pension institution Deutsche Rentenversicherung Bund. Club Bertelsmann, EnBW and Mexx as well as public-sector users, such as the German Bundestag (parliament) and the German Department of Trade and Industry, have already successfully introduced novomind systems to optimise their customer communications, turnover and PR.
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