Women Account for Bulk of Online Buying
According to comScore’s “Women on the Web” white paper, women account for just less than half of US internet users but make up a disproportionately large share of online buyers, at nearly 58%.
Their share of transactions is even higher, with more than 61.2% of online purchases made by women. They also spent more than men, accounting for 58.2% of the total, suggesting men tend to make fewer purchases of bigger-ticket items, while women are more frequent buyers with a lower average order value.
If you’ve seen “What Women Want” starring Mel Gibson, then you were clued in at an early age about women’s buying power. Mel Gibson’s lead character tried desperately to get inside the mind of women to understand how to market to them. The research shows that women’s buying power also translates online.
Will the next round of executives be hanging out in Farmville? :)
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