Nov 2014

The past few years have seen Smartphones emerging as a major contributor to online shopping globally. Not only does shopping on Smartphones give the benefits of “on-the-go” shopping, but it also allows users to compare products and prices across various brands. Many brick and mortar stores are joining the online shopping bandwagon by launching their own apps. According to a forecast by IBM, Smartphones will account for more than half of all Thanksgiving Day online shopping. With shopping as theme, we decided to check whether there are any gender differences in terms of usage of these shopping apps.

On our device measurement data reveals that Women are more inclined towards shopping on Smartphones as compared to Men. Their engagement on shopping apps is 2X higher than their counterparts. While the top 3 apps accessed remain same, their Reach % differ. Penetration of Walmart is 4X higher among Women.

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