Dive Brief:

• Men embrace disruptive shopping technology more sluggishly than women, with just 22% of men reporting they shop on mobile devices compared to 40% of women and 46% of men frequently shopping on Amazon compared to 60% of women, according to a study by First Insight whose findings were made available in a news release. 
• Among respondents, 44% of men said being able to touch and feel product drives them in-store compared to 33% of women who said the same. First Insight found that 67% of men made two or fewer purchases on mobile devices in the past month versus 62% of women, and 14% made five or more purchases compared to 22% of women. Most women (55%) said they had increased shopping on Amazon, compared to 48% of men; additionally, 43% of men are Amazon Prime members compared to 54% of women. 
• Other findings include that 21% of men report using mobile devices to compare prices while in a brick-and-mortar store compared to 31% of women. Fifty-four percent of men and 67% of women check Amazon for products before shopping somewhere else. Of those who own smart speakers, 53% of men and 46% of women say they've used them to research prices. Women are more likely to purchase a smart speaker in the next year at 12% compared to 6% of men. 

Dive Insight:

The First Insight research pinpoints how men and women view retail industry disruptors like mobile, Amazon and smart devices differently, and how marketers should tailor their strategies accordingly to deliver more personalized campaigns. Male consumers clearly put a stronger premium on the tangible, in-store experience while women are quicker to embrace the emerging technology and commerce platforms brands are excited about, including connected home devices.

Another key finding of the First Insight research is that women are more likely to shop at discount retailers both in-store and online. Thirteen percent of men report frequent visits to TJ Maxx, while 30% of women buy with this category of brands regularly. However, 30% of men shop at online discount retailers generally compared to 22% who visit in-store. 

While it's important for marketers to understand where men and women are spending their time in order to properly target them, basing a strategy on rigid gender tropes is a practice more brands are avoiding. Disney, for example, recently vowed to drop the use of "dad stereotypes" in its advertising after conducting research that found dads perceive a major disconnect in how they see themselves versus how they are portrayed in advertising and media.