Global survey, carried out by Kantar, shows that 47% of the online shopping using these channels are made by men, against 39% made by women
Would you know what the customer profile that shops for grocery in the digital environment is? If you believe that they are men, you got it right. In a global survey, carried out by Kantar, they appear ahead of women in an analysis of over 100 thousand online transactions made by over 27 thousand shoppers.
Forty-seven percent of the sample were male consumers shopping for groceries online, against 39% of women. Conversely, according to the AdReaction study, 89% of the target chosen for online campaigns of cleaning products, for instance, are women. The same happens for campaigns of food, where 85% of the actions aim at the female public as well as for personal care, with a percentage of 76%.
In this scenario, supermarkets can take advantage and invest in actions that help to increase the female participation in shopping online for groceries, as well as directing better the digital efforts of each company. “There are different needs and motivations. We have to put the buyer and his or her needs at the center of the strategy”, says Luciana Piedemonte, director of Kantar Brasil.