The study was conducted over three months and involved an online sample of 4,612 males. A separate telephone incidence survey was conducted among 1,445 respondents to size the audience and allow for total online audience projections of men 14 to 49 who regularly access the Internet, use the Internet for personal use, and visit sports Web sites. Faced with these options, nearly 70 percent of the men surveyed said they would be as or more likely to shop online for the upcoming holiday season. That is, whether online or in the store, they want to get what they came for and leave. One-third are browsers who shop for the best deal, and 22 percent are game planners who make a list and plan in advance, looking for sites or stores with the best values.
Men are also procrastinators.
Thirty-four percent start shopping for the holidays either one week in advance or the day before. More than one-quarter of men begin shopping the day after Thanksgiving. Most men do their own shopping. Only 10 percent ask someone to act as their surrogate shopper. Copyright 2001 INT Media Group, Incorporated All Rights Reserved.