Men have begun spending more than women in general, but the most dramatic shift has been seen in online shopping, where men are spending more, and more frequently in almost every category.
“Since our digital ad platform captures buying behavior throughout the shopping lifecycle, digital advertising can also impact loyalty and provide touch points with your audience at the right moment,” continues Wolfman., and men tend to use social media for product searches more than women. This is a big opportunity for brands that haven’t branched into sales elements that social sites like Instagram and Facebook have incorporated into their platforms.
The male tendency toward brand loyalty can be leveraged in social sales as well. Men will be more open to purchasing products and services they’re introduced to through their feeds from brands and influencers that they’re loyal to. It’s a new frontier that can be intimidating, but with innovative marketplace experiences integrated directly into social platforms, it’s never been easier to maximize social sales.
“The amount of research men do when they’re deciding which brand or product to buy can be frustrating for online retailers,” she adds. “Research means storefront traffic that doesn’t necessarily convert to purchases every time. But if you’re smart about how you build your campaigns, you’ll show up more often in that research and accelerate their purchase lifecycle”before deciding on a purchase, compared to 30% of women.
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