In previous blog posts we discussed the best ways to reach men and the best ways to reach women when they’re shopping locally. The differences are clear in BIA/Kelsey‘s latest infographic (shown below), but what are the similarities between the two genders when shopping locally?
The most notable similarity is that both genders make the majority of local purchases in person. According to BIA/Kelsey’s Consumer Commerce Monitor™, 66.6 percent of men and 65.2 percent of women purchase products and services in person from local sources.
Because consumers make most purchases at physical locations, reaching them at or near those locations is a good bet; enter mobile marketing. How to reach them on mobile devices, however, is where we see differences by gender.
Women are socially engaged, so social advertising is essential. According to Nielsen, the majority of mobile social network users are female, so it’s understood that a lot of their social network usage is done via mobile device.
Because Facebook is the most used social media site for local shopping by women, it is important for local businesses to establish a Facebook page and form relationships with female consumers. This could include promotional opportunities on Facebook pages that female consumers can redeem at physical business locations.
Men, as we’ve discussed, are more engaged with mobile devices. They also interact more with traditional media than women do. TV in fact is men’s most used source for local shopping (women’s is online search), according to Consumer Commerce Monitor.
To effectively reach men, local businesses should therefore maintain advertising through traditional media. But when doing so, traditional media can be used to drive traffic towards digital opportunities. This is especially true for mobile, given that the data indicate men are highly engaged there.
CCM data also indicate that local businesses can benefit from mobile advertising and innovation at their physical locations. This includes smartphone scan loyalty programs.
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