Marketers should target women this Christmas as a new survey reveals which sex is going to spend the most this season.
In the Nielsen/Net Ratings survey, women are 38 per cent more likely to buy a Christmas gift online than men and 55 per cent more likely than males to do “as much of their Christmas shopping as possible” on the internet.
“Despite the growing confidence in online retail and growing sales, e-retailers aren’t out of the woods yet when it comes to the perceived security of online shopping,” said Nielsen analyst Alex Burmaster.
“There is still much work to do in implementing and communicating security measures to potential consumers. This is certainly an advantage that the big and trusted retail brands have over the smaller or newer niche online players.”
Anyone working in marketing should pay close attention to the rapidly changing shopping habits of Britons as the wrong campaign could damage a brand.
For instance, 45 per cent of Britons still have concerns about the handling of their credit card and personal information during online transaction processing, something that a marketing department could counteract in order to boost sales.