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How Gender, Age, and Left-Handedness Affect E-Commerce Behavior [Infographic]

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Women click around more on e-commerce sites, left-handed shoppers are slower to navigate, and older consumers tend to view fewer pages, according to a recent report from Content Square.

The report was based on data from a study of 4,000 French consumers. The researchers analyzed participants' browsing history on 20 e-commerce sites, looking for demographic differences in key behaviors, including the number of clicks, display time, active time, inactive time, interaction rate, scroll rate, viewed pages, and average hesitation before click.

Below, key findings from the study.

Women vs. Men

Women are more active than men on e-commerce websites, the analysis found:

  • Women click 30% more on websites than men.
  • Women view 12% more pages.
  • Women hesitate 10% less before clicking on a page element.
  • Women purchase 7% faster than men.

Left-Handed vs. Right-Handed

Left-handed consumers' browsing behavior is slower on average than that of right-handed consumers:

  • Left-handed users take 20% more time to click.
  • Right-handed users click 8% more.
  • Left handed users are 29% less likely to click on the tabs displayed on the right of a horizontal navigation bar.

Younger vs. Older

Younger (18-34 years old) and older (45-64 years old) consumers generally behave similarly on e-commerce sites, though there are some differences:

  • Older consumers view 4% fewer pages. 
  • Older consumers' hesitation time is 30% longer.

For more findings from the report, check out the infographic:

About the research: The report was based on data from a study of 4,000 French consumers. The researchers analyzed participants' browsing history on 20 e-commerce sites, looking for demographic differences in key behaviors.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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Comments

  • by Nicole Delorme Thu Jan 8, 2015 via web

    Wow, who knew that there was a difference between online activity in right handed vs left handed individuals? I have to say the info graphic was correct with the statistics on women and how they browse on e-commerce sights... I myself scrutinized thumbnails on items before even looking at the description. Although my company website deals with marketing and promotions VS e-commerce, we still use clickable visuals (which I now assume is attracting our women clients!). Thanks for sharing this interesting article.

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