Men are happy to do the shopping, as long as they have a clear objective in mind when they embark on a trip, a new survey suggests.

And the growth in online retail has led to young men in particular becoming much happier to peruse the virtual aisles of their favourite e-stores.

They're among the main findings by shopping research group Shoppercentric, which studied how the balance has affected the ways in which retailers promote their products and services.

And, according to its managing director, Danielle Pinnington, men like the idea of shopping being made as easy as possible – so they greatly appreciate being able to order goods from home, and have them delivered rather than heading to the store to collect them.

The "much less laboured and clutter-free approach to shopping" which online stores had brought about were found to fit in well with men's idea of shopping as a mission, to be executed as quickly and efficiently as possible.

Almost half of the men questioned agreed that this was how they approached any shopping they needed to do, against fewer than one in three of the women who took part.

They often pick in advance the stores they want to visit, such as Amazon, eBay or 

“If there is one change a retailer makes, we’d recommend that it is opening up communications with male shoppers and find ways to re-connect," said Pinnington.



Article Added: 24/10/2011 15:54:00