CHICAGO: Men are more likely than women to shop via their mobile phones, multimarket research by Kantar Media has revealed.

The research company said technology was helping to reverse the stereotype of the man who dislikes shopping, as its Global TGI index showed men in developed and emerging markets were more interested than women in mcommerce.

In some instances they were more than twice as likely to make a purchase from their phone. In Germany, the proportion of men using phones to buy was 5%, compared to just 1.9% of women.

The country with the greatest percentage of men buying was the US, where 15.9% did so, against a figure of 13.3% of women.

Comparable figures for the UK were 12% and 10.3% respectively and, for Australia, 9.5% versus 9.2%.

In South Africa the figures were 4.7% for men and 2.5% for women, in Colombia 2.5% and 1.3%.

The patterns in Brazil and France were almost identical, at 2.3% and 1.7% for the former nation and 2.2% and 1.7% for the latter.

These two countries also illustrated another finding of the research – that mobile shoppers are more predisposed to impulse purchasing.

In France, 13% of mobile shoppers said they tended to spend money without thinking, compared to 6% of the general population. In Brazil, the comparable figures were 36% and 29%

"Retail is being revolutionised by the smartphone, and the resulting shopping apps and mobile websites," said Polly Christie, senior global account manager at Kantar Media Global TGI.

"Consumers are firmly in the driving seat and retailers need to use renewed insight and analysis to ensure their offering is truly customer-focused," she added.

Data sourced from Kantar Media; additional content by Warc staff