• by Jack Loechner , Staff Writer @mp_research, November 9, 2011

Performics unveiled its 2011 Social Shopping Study, conducted by ROI Research, which found men are more likely than women to conduct five of six social shopping activities. Contradicting commonly held beliefs about gender and social behaviors, the study showed men more frequently research product information, read reviews, compare products, find product availability and get store information via social networks, shopping and deal sites; while women reign supreme when searching for deals, coupons and specials on similar sites.

Aside from Facebook, men frequent social networks (at least once a month) substantially more than women:

• YouTube (54 vs. 34%)
• Twitter (37 vs. 24%)
• Google+ (36 vs. 24%)
• Myspace (31 vs. 20%)
• LinkedIn (20 vs. 16%)
• Facebook (96 vs. 97%)

Dana Todd, SVP, marketing and business development for Performics, says that  “Women... control about 80% of household spending... (but it’s) surprising for some to see men play a more dominant role in the social shopping process... (study) results are helpful for marketers... many may not have considered specifically targeting men in social ads.”

Aside from key gender differences, the study also revealed that active social networkers most often turn to shopping sites like Amazon, eBay or brand websites to begin the purchase process when searching for a product (87%) and right before they commit to a purchase (83%). They are more likely to turn to social networks such as Facebook immediately after the purchase to share their experience (59%).

Todd added “Many people have integrated social media in all phases of the shopping process... but it’s not all about social activity; shopping and deal sites are certainly holding their own and offer an excellent opportunity for marketers to participate with customers... ”

Online activity while shopping in-store is also gaining popularity—many respondents said they occasionally or frequently conduct in-store social or search activities. In fact:

• 62% said they conduct competitive price searches while in a retail location
• 45% “check-in” at a store
• 41% use a search engine on their mobile phone to look for information
• 30% use a barcode scanner on their mobile phone to shop for prices
• 25% pause while at a physical location prior to finalizing a purchase in order to seek advice on a social network; 41% said they wait between five and 10 minutes for advice on social sites before proceeding with their purchase

The study explored the role of social networks, shopping sites and deal sites across many different aspects of the shopping experience, including phases of the purchase process, product categories, in-store shopping behaviors, gender differences and more.

For a copy of the study’s summary of findings, or to view or download an accompanying infographic, please visit Performics here.