Whenever we think of shopping, we automatically think of women. This common stereotype pops up now and then, however, the latest survey has revealed that times are changing and so are these stereotypes.
The extensive survey, titled ‘Digital Retail Channels and Consumers: The Indian Perspective’, has been conducted by the Centre for Digital Transformation (CDT) under the Indian Institute Of Management (IIM) – Ahmedabad. It was launched on Sunday.
As per the report, men are the biggest spenders when it comes to online shopping compared with women. The survey was conducted across 25 states in the country and witnessed the participation of as many as 35,000 people.
In the survey, it was found that men on average spent Rs 2,484 on online shopping, which was 36% more compared with women, who spent Rs 1,830.
However, women prefer to shop online more than men, the study suggested.
Further, the report, which has been co-authored by Pankaj Setia, Swanand Deodhar and Ujjwal Dadhich, indicated that around 47% of men and 58% of women shopped for fashionwear, while 23% of men and 16% of women searched for electronic devices on e-commerce portals.
Surprisingly, it further came out that compared to Tier-1 cities (Delhi, Mumbai, Chennai etc.), consumers belonging to Tier-2 cities like Jaipur, Lucknow, Nagpur, Kochi and others gave 63% more money on fashion and spent 21% more on electronic devices while buying them online.
“In doing exclusive shopping for fashion and clothing products, consumers in Tier 2 cities have the highest per capita spending,” the report indicated.
But it added that a higher proportion of consumers engaging in exclusive shopping belong to Tier-3 and Tier-1 cities.
While on average, a consumer from a Tier-1 city spent Rs 1,119 while shopping online, those belonging to Tiers 2, 3, and 4 spent Rs 1,870, Rs 1,448 and Rs 2,034 respectively.
Compared with credit/debit cards, digital payment apps and other online payment options, ‘Cash on delivery’ remained the preferred mode of payment, especially when it comes to buying fashion and clothing products (87%).
On average, men spend 34.4 minutes on online shopping, while women spend 35 minutes, the report stated.
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