Are men the salvation of brick-and-mortar retail?

Mall retailers have long considered women to be their primary shoppers, but all that might be about to change.

A study from new product solutions provider First Insight found that men are more likely than women to want to touch and feel a product before buying it, more likely to pay full-price at a retail store, and less likely to turn to Amazon for a cheaper alternative.

“The data has unearthed a significant gender gap between how men and women shop and make purchase decisions,” said First Insight CEO Greg Petro.

Men are significantly less likely to shop at discount stores than women. Only 18% considered it as an option as compared to 38% of women, according to First Insight’s 1,000-person survey. They are also much less active on the Web. Less than half of the guys surveyed said they shopped Amazon, and less than a quarter of them purchased items from mobile Devices.

The fact that men are less inclined to shop online overall and prefer to go in-store is a significant finding, particularly as retailers consider how to align their in-store selection and pricing to meet consumer appetites.

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