Retailers who sell products online to be delivered by courier services have been warned not to ignore male shoppers in advertising campaigns.

New research from Shoppercentric has found that 54 per cent of men browse websites, compared to 47 per cent of woman. Both sexes spend an average of 30 minutes online, visiting between one and five websites.

The report also found that price is the most important factor influencing where they shop, with just over half of respondents citing this reason, while second most important is product choice. Only four per cent of men said they never shop online, compared to six per cent of women.

Danielle Pinnington, managing director of Shoppercentric, said that the research suggests that men are a key market for retailers, despite the fact that most merchants advertise to males and females in the same way.

"The more personal or focused approach of a local independent better suits the male shopper's mindset - perhaps retailers can learn from this," she said.

John Donahoe, chief executive of eBay, recently said that the high street and ecommerce are merging sectors, and that retailers must adapt so that they aren't left behind.  

Author:  Paul Burn