Research from Rakuten LinkShare has revealed insights into the shopping habits of British males, finding that a majority (85 per cent) of men prefer to shop online than on the high street, with over three-quarters incentivised by voucher codes or free delivery offers.
The study into the retail and fashion habits of 1,000 male consumers in the UK revealed that the majority are bypassing traditional brick-and-mortar retail, preferring to do the majority of their shopping online. Only eight per cent of those surveyed stated a preference for the high street in comparison with online shopping.
Fashion is high on the radar for British men, with the study finding that almost a quarter (24 per cent) of men aged 26-35 spend at least £900 per year on clothing – the equivalent of 83 per cent of their annual online spend, according to Ofcom estimates.
In a further indication of the importance of online shopping for males, over half of the men surveyed (61 per cent) stated they would be disappointed if a luxury brand did not have an online retail offering.
The research also highlighted the growing trend of showrooming, where consumers use their smartphone to research a product in store prior to making their final purchase online. This was supported by the finding that a fifth of men aged 18-35 have a barcode scanner app. 16 per cent of this age group also use promotional apps from specific retail brands.
The youngest age group surveyed (18-35) are seeking guidance from online retail brands in their purchase choices, with almost half (48 per cent) stating they feel overwhelmed when shopping online.
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