Research and Markets: Men and Women's Buying Habits 2004.

DUBLIN, Ireland -- Women Earn on Average 82% Of Men's Wages

Research and Markets (http://www.researchandmarkets.com) has announced the addition of Men and Women's Buying Habits 2004 to their offering.

This report provides an analysis of Men and Women's Buying Habits in the UK.

Information provided includes:

-- Introduction

-- Strategic Overview

-- Key Markets

-- Buying Habits

-- Consumer Dynamics

-- The Future

-- Further Sources

The beginning of 2003 brought with it unsettled economic circumstances. Economic growth was at its lowest for 10 years and consumer confidence was falling in the face of an uncertain political and economic situation. By the year-end, however, brighter forecasts had restored consumer confidence and created a mini-boom in pre-Christmas shopping. However, high consumer debt levels and government warnings of further interest rate rise are dampening expectations of a continued spending boom in 2004. The consumer survey shows that men are more likely than women to have high levels of debt and, therefore, to be more adversely affected in the event of an interest rate rise.

A recent comprehensive review of statistics on women and men's position in Britain finds that the differences between men and women are getting narrower in many areas, including employment. Nevertheless, some fundamental differences in income and employment status remain unchanged. Women continue to earn on average 82% of men's wages. Differences in earnings between men and women under the age of 34 are far less pronounced. However, age and professional status, as well as gender difference, are key factors in economic power. Young women are more likely to be in full-time employment and, therefore, enjoy higher disposable income. Older women, often with children, continue to see their earning power reduced through part-time employment and, as a result, lower wages. However, domesticity and its attendant duties are not just confined to women. A rise in households occupied by younger single men is ensuring that grocery shopping and household service markets are increasingly popular for men as well as for women.

Although consumer expenditure remains high in the UK, key markets for consumer durables have experienced low growth in the last 2 years as a result of deregulation, price competition and changes in distribution, notably in the rise of Internet retailing and direct sales. The car market, while buoyant, has suffered along with other 'big-ticket' items from the economic uncertainty following the attacks of 11th September 2001. Government action against overpriced cartels has pressured the main suppliers to continue to drive down prices. Cars retain the 'boys toy' tag and women are still likely to allow men to have the last say in car purchase. However, the rise in women licence holders represent a growth sector in the market and women are increasingly targeted directly by many manufacturers.

In the white goods sector, growth in volume sales has been similarly modest. Price erosion and competitive pricing has affected this market also. Although 'big-ticket' items moved less quickly in 2001, there is some evidence of low market growth in 2002. The market is led by replacement cycles rather than innovation, but a rise in consumer demand for convenience goods, such as dishwashers, has created growth in niche areas. There has been, to date, little difference between the genders in purchasing patterns of white goods, but there has been a transformation in both white and brown goods distribution, which has implications for purchasing patterns in relation to gender.

Internet sales of electrical goods increased exponentially between 2002 and 2003 as specialist e-retailers have gained ground and consumer credibility. The supermarket chains have also rapidly expanded their provision of electrical goods. However, research indicates that specialised electrical retailers are more popular with male customers.

Research also shows that the rising strength of e-retailers and discount stores is bringing about major changes in the shopping environment, particularly in department stores. As there is more competition, particularly for bargain goods, many stores, such as Selfridges, now place a premium on the quality of the shopping environment as a destination. The role of leisure facilities, geared towards men, in out-of-town shopping centres remains an important feature of these centres. However, planning regulations do not allow for future expansion of out-of-town facilities and a key challenge for retailers remains in creating similar gender-led facilities in the revived high street. Interestingly, although some variations remain in shopping patterns between the sexes, research on marketing tactics reveals growing public weariness, particularly among women, for marketing campaigns which perpetuate gender stereotypes.

2003 was the year of a quiet revolution for women. Twice as many women shopped online than in the previous year and parity in Internet usage between the sexes is forecast to be a reality within 3 years. This trend has seen home shopping come of age rapidly and it is expected to be overtaken by e-retailing in the near future.

Consumer research for this report also indicates that the retail environment is becoming increasingly important in capturing customer loyalty -- but developments to cater for gender specific trends are less common in the new revitalised high street. Any transformation in the retail environment, particularly in the in-store restaurant, has a long way to go to attract more affluent consumers.

Generally, women remain more cautious than men in their spending habits. Women are more mindful of both convenience and value -- more likely than men to visit an in-store restaurant, and far less likely to have taken out credit or loans during the last 12 months. Women are also less confident than men in their ability to spend in the future. Nevertheless, the trend is towards greater parity in shopping patterns. Although men are far more likely than women to browse the Internet to compare prices, there is parity between the patterns of men and women buying groceries on the Internet and in booking holidays online. This data and continued growth in Internet use suggests that retailers may not need a differentiated approach along gender lines.

However, there are significant opportunities for retailers to exploit existing gender differences. For example, women's preference for one-stop shopping and distrust of specialist electrical retailers offers scope for the major outlets to create a more sophisticated and bespoke service for women. Similarly, high street locations could adopt a contemporary German solution -'Maennergarten' the male equivalent of a kindergarten, complete with bars and sports facilities, where women can leave their men while they go and shop.

For more information visit http://www.researchandmarkets.com/reports/c4412