GUWAHATI: Male consumers spend almost 36% more in general on online shopping than female consumers, revealed a recent survey by the Indian Institute of Management (IIM) in Ahmedabad.
The ‘Digital Retail Channels and Consumers: The Indian Perspective’ survey by the Centre for Digital Transformation (CDT) at IIM Ahmedabad revealed that male consumers spent an average of nearly ₹2,484 on their shopping basket in online shopping transactions, which was almost 36% more than female consumers, who spend an average of ₹1,830 in their online shopping transactions.
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Furthermore, the survey also stated that the spending patterns of male and female consumers differs across product categories with a higher proportion of female consumers buying fashion and clothing products, while a higher proportion of male consumers bought electronic products.
“However, even in both cases, the per capita spending of male consumers exceeds that of female consumers,” the survey said.
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The results of the survey highlighted a gender gap in economic participation and opportunity in the country, in which females lag behind males. However, with increasing financial inclusion, literacy levels, technology adoption, and financial empowerment, the spending gap is expected to close soon and the spending by female consumers is soon expected to be at par with male consumers.
The survey conducted by IIM Ahmedabad recorded the responses of a total of 35,869 consumers residing across 25 States of the country between May to September 2022, along with the details of the last online shopping transactions of the consumers and their views on the benefits of online shopping.