As the season of love looks to take hold in February, boyfriends, girlfriends, partners, husbands and wives will all be looking to outdo each other in the romantic stakes. Purchases will be made, from flowers to flights, and these customer journeys - however big or small - will be undertaken by all kinds of consumer in order to get through this unique time of year.

But how do men and women differ when it comes to these customer journeys? Are men really panic buyers? Do women tend to be more thought-out when it comes to the process? Well, according to our recent research, it may be the opposite...

We recently polled over 1,000 people in the UK, asking about their general buying habits - whether they prefer to do a lot of research before buying, if they prefer to pick up the phone to clarify a certain point before purchasing, or even what source of information they trust the most when considering buying a product.

When asked which shopper type was the closest description between impulsive and cautious, 85% male respondents said that they were cautious - which might imply that the gender may have learnt from a few too many last-minute buys in the past! Alongside this, almost one in four (24%) of women asked said that they were impulsive buyers. Does that mean the tables have turned in Valentine’s Day buying?

Both genders are in agreement overall that buying well under pressure and purchasing right at the last minute are not ideal, with only 2% of both genders saying that they are good at this and prefer to do it. Interestingly, almost two in five men (38%) asked have said that they will carry out thorough research before purchasing anything, with only one third of women saying the same. Does this mean that men realise the ladies in their life like more than just chocolate and flowers as a gift?

In the battle of the sexes, there are age-old stereotypical misconceptions around particular genders and their tendencies to either plan ahead or fall behind, but we think our research goes to show that not all stereotypes hold true anymore!

 

By Bhavesh Vaghela, CMO of ResponseTap. 

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