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Polish women shopping
2008-07-25
Only 12% of the female respondents do not like to do shopping, indicate the results of the research “Woman in the Web” conducted by Gemius SA. The typical Polish female user would drive an Opel, go to Greece on holiday and buys jewellery and clothes at the online auctions.
The review report comprises over 300 pages, presents the results of the research carried out by Gemius during the time period of 2006-2007. In the report a female Internet user’s profile is presented, by analysing consumer behaviours and preferences in such fields as: e-commerce, purchasing a car, media consumption, financial plans and tourism.
“Nearly one half of Polish Internet users are women. The average female user spends approximately up to 40 hours per month surfing on the Web. The importance of this medium in planning online and communicational activities directed to this target group is growing” – explains Anna Sulińska, the author of the report.
The results of the research help to answer the following questions: in what way should promotional activities be conducted aimed at women? What attracts their attention the most? What brands and products do they choose the most often? Sectional treatment of the issue enables an observation of changes in the way of making purchase decisions by women and also facilitates an understanding of their needs and factors crucial for choosing brands or services.
Women and cars
Gadgets in a car? Maybe, but rather not in a Polish women’s car. Rain sensors, a board computer, GPS or a parking sensor are not such relevant elements of a equipment according to the respondents. Females appreciate more practicality and economy.. That’s why two thirds indicated that when choosing a car they check fuel consumption and over one half what kind of engine has a car. An average female Internet user would willingly drive an Opel (35% in 2007). Not much fewer of the reviewed females see them selves as driving a Volkswagen (30%), BMW (27%) or Audi (25%).
Shopping online and offline
Shopping for women first and fore most is a pleasant way of spending their time. Every fifth Internet user claims that loves to do shopping (21%), and above half of the respondents say that like it (53%). As the results of the research indicate the group of women buying online is growing and this is connected with a larger popularity of online shops and auctions among Polish Internet users.
In 2007 the number of Polish Internet female users having ever done shopping online had risen by 20%. While in 2006 almost every fifth woman admitted that she have bought goods via the Internet, in 2007 already 61% decided to buy with aid of Web. In online shops women often buy books, CDs and films (74%), and at auctions they buy clothes and jewellery (60%).
Living on a loan?
According to the report, every second Internet user has at least one credit product. The most popular kind of debt is credit card. 31% of the respondents declared having one. 14% of the users incurred credit in the frame of savings and clearing account, not much less namely 13% have a cash credit. Every ninth Internet user has a mortgage.
Gemius SA was established in Poland in 1999. Over the last 8 years Gemius has developed its activity in many European countries (Austria, Bulgaria, Croatia, the Czech Republic, Denmark, Estonia, Lithuania, Latvia, Russia, Romania, Slovakia, Slovenia, Ukraine, Hungary and Great Britain). After winning a tender in Israel, Gemius also expanded beyond the Old Continent.
Download the complete version in the Word file