First Insight Study Uncovers Emerging Male ‘Power Shopper’ of 2019

NEW YORK–(BUSINESS WIRE)–Men are shopping more frequently in-store and online than women
according to a new report, The Arrival of the New Male Power Shopper,
by First
Insight, Inc.
, a global technology company transforming how leading
retailers make product investment, pricing and marketing decisions. The
company, which recently surveyed consumers on shopping habits, purchase
behavior and influences driving decisions, found that 53 percent of men
reported shopping on Amazon six or more times a month, compared to only
45 percent of female respondents.. Further, 60 percent of men (versus 52
percent of women) say that their Amazon purchases have increased in the
last year.

The data reflected a similar trend across traditional retail categories,
as 25 percent of men versus only 15 percent of women reported shopping
six or more times a month at mass department stores like Kohl’s or JC
Penney. Luxury stores like Neiman Marcus, Saks Fifth Avenue, Gucci, and
Prada saw 19 percent of men versus five percent of women shopping six or
more times a month. Similarly, 41 percent of men surveyed reported
shopping at Walmart six or more times a month, versus just 35 percent of

“We are seeing a significant shift in shopping behavior by men, which is
shattering many age-old gender stereotypes. Men are now shopping more
and increasing the frequency of their online and in-store purchases
across the board, which is also beginning to outpace women in many
categories,” said Greg Petro, CEO of First Insight. “It’s clear that as
we head into 2019, every retailer needs to shrug off the misperception
that shopping is a female-dominated activity, particularly as more men
leverage the latest technologies and online tools to find the best

Similar trends were seen when evaluating consumers who shop other retail
categories six or more times a month including:

  • Off-price stores like TJ Maxx and Marshalls – Twenty-four percent of
    men versus 19 percent of women.
  • Traditional specialty stores like Gap, American Eagle, Guess,
    Victoria’s Secret – Twenty percent of men versus 10 percent of women.
  • New specialty brands like Allbirds, Outdoor Voices, Warby Parker,
    UNTUCKit and M. Gemi – Twenty percent of men versus five percent of
  • Online discount retailers like Gilt, 6pm and THE OUTNET – Nineteen
    percent of men versus eight percent of women.

Results of the surveys were announced today during the NRF Big Show in
New York. Download the report and accompanying infographic to see all of
the key findings from the study here.

Other significant findings of the surveys include:

Men Researching Pricing More than Women

Overall ownership of smart speakers showed a 75 percent relative
increase over last year (24% to 42 percent). However, when comparing men
and women, 47 percent of male respondents reporting owning one now, a
113 percent increase from last year (22 percent). By comparison, only 36
percent of women reported owning a smart speaker now. While that is a
38-percent increase over their reported ownership last year (26
percent), it is still 23 percent lower than smart speaker ownership
among men. Usage of these speakers for researching product prices jumped
17 percent for men to 70 percent, compared to women who stayed about the
same as last year at 46 percent.

Further, 69 percent of men reported looking on before looking
and/or buying anywhere else versus 63 percent of women.

Percentage of Men Making Mobile Purchases Is Now Equal to Women

When it comes to mobile purchasing, men are embracing mobile shopping as
much as women. The number of men who reported “never” (less than once a
month) making mobile purchases dropped significantly from 48 percent
last year to 18 percent this year. Women were about the same, with the
number that said they never make mobile purchases dipping slightly from
21 percent last year to 19 percent this year.


First Insight’s findings are based on comparing the results of two
separate surveys based on targeted samples of 1,000 respondents in
December of 2017 and September of 2018. They were completed through
proprietary sample sources amongst panels who participate in online

About First Insight, Inc.

First Insight is the world’s leading customer-centric merchandising
platform that empowers retailers and brands to incorporate the Voice of
the Customer into the design, pricing, planning, and marketing of new
products. Through the use of online consumer engagement, the First
Insight solution gathers real-time consumer data and applies predictive
analytic models to create actionable insights, which drive measurable
value. Retailers, manufacturers and brands use the First Insight
solution to design, select, price, plan and market the most profitable
new products for reduced markdown rates and improved sales, margins and
inventory turnover. Customers include some of world’s leading vertically
integrated brands, sporting goods companies, department stores, mass
merchant retailers and wholesalers. For further information, please