What Women Buy Online: Main Consumer Habits

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Social media takes up most of women's online time
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As for online preferences, women spend 18.5% of their total time on the Internet on social networks, 7.7% on email and 2.8% on browser searches.

0.8% of their time is spent blogging and 2.7% on online games .

Women are more interested in health medical mail list and appearance
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The topics that interest them most are health care (22.8%) and beauty (21.5%). While items for child care reach 20.1% and food 17.7%.

Women represent the largest percentage of users on social networks
Regarding social networks , 56% of all users are women. Some brands are already taking this into account to increase interaction with them.

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The percentages vary depending on age and the different platforms. For example, 83% of respondents aged 18 to 29 have a presence on social media , while those aged 30 to 49 represent 70%.

The percentages drop as we get older, since only 50% of women between 50 and 64 years old use social networks, and those over 65, 33%. Facebook and Twitter are the most popular.

Searches and email marketing campaigns also feature women as protagonists
93% of women surveyed receive or send emails. That's why brands use email marketing to offer promotions, discounts and communications directly.

If we move on to searches, 91% of women who own a smartphone say they search online .

What differentiates men from women in their online shopping processes?
A report by Xopie finds major differences between online purchases made by men and women:

1. Women are more likely to choose health, beauty and fashion products , while men prefer games and computers, as well as household appliances and sports accessories.

2. Women pay more attention to security, valuing safer platforms in the purchasing process .

They also take into account the website design and usability , while men focus more on price and whether or not there are shipping costs.

3. Regarding the conditions when purchasing, women choose moments when they are more relaxed, from their home computer , while men prefer to do so from mobile devices.

In short, the profile of women in eCommerce is firmly established in first place.

In addition, it presents very marked patterns of behaviour . Therefore, we will have to take them into account and understand them when planning our campaigns.