Perhaps contrary to assumptions, men are more engaged in social commerce activities than women, according to the 2011 Social Shopping Study.
Among the findings, men were found to be more likely than women to conduct five of six social shopping activities. Those activities include: researching product information, reading reviews, comparing products, finding product availability and store information via social networks and shopping at deal sites. Women were more active in searching for deals, coupons and specials on similar sites.
"Women are reported to control about 80 percent of household spending," said Dana Todd, SVP, marketing and business development at Performics, which published the report, "so it may be surprising for some to see men play a more dominant role in the social shopping and research process."
The study also found men frequent social sites more often than women among most major networks, including Twitter, YouTube, Google Plus, Myspace and LinkedIn. The only site where women trumped men was Facebook, with 97 percent of female respondents claiming to visit the site at least once per month, compared to 96 percent among men.