Men are more likely than women to use the Internet to aid them in their Valentine’s Day gift purchase, particularly to get gift ideas or find a store, according to a new study from online marketing firm DoubleClick Performics.
Of 656 men and women surveyed 47% said they planned to use the Internet in shopping for a Valentine’s gift. However, 57% of men said they planned on using the Internet compared with only 39% of women, DoubleClick found.
Consumers said they were going online to get gift ideas (32%), compare prices or find deals (27%), find a specific product (21%), find places to shop (16%), find a specific online store (15%) and find a store address or phone number (12%).
“Retailers should understand the potential link between online research and in-store purchases, even for a simple item like Valentine’s Day candy,” says Stuart Larkins, vice president of search for DoubleClick. “No matter where consumers intend to make their purchases, online is proving to be a springboard and a key influencer for much of their purchase activities.”
Convenience was cited by 48% of consumers as the key reason for using the Internet for Valentine’s Day gift shopping, followed by better selection (18%), less expensive (9%), and better quality (4%). 19% said they weren’t sure why they were using the Internet and 2% cited other reasons, according to DoubleClick.
The study also found that the majority of those purchasing flowers and candy, the most popular gift items, planned to do so offline. Popular online purchases included travel gifts, consumer electronics, and books, music and DVDs.
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