Male online shoppers in India outspend female counterparts by 36%: IIMA survey
29 March 2023, Mumbai
Male consumers in India spent 36% more than their female counterparts in their last online shopping transaction, according to a survey report by the Indian Institute of Management Ahmedabad (IIMA).
The report, titled 'Digital Retail Platforms and Consumer Emotions: An Indian Perspective', also revealed that consumers in smaller cities (tier II to tier IV) spent up to 77% more than those in tier 1 cities, and that fashion, clothing, and electronics were the main product categories for online purchases.
The report also highlighted that consumers visit multiple websites before making a purchase, with browsing becoming a favorite pastime for many. The study indicated that online shopping has become a popular activity for consumers, with one-third of consumers reported visiting digital retail platforms every two to three days, and an average shopping time of 34 to 35 minutes.
The report also revealed that 72% of consumers started shopping online in the last one to three years, indicating a surge during the COVID-19 pandemic.
