Summits Yellow

YouGov: Mobile Shopping is for Girls

Kirsty Styles

YouGov has launched a web app that enables users to view the attitudes of people in the UK to some of the biggest brands, public figures and other 'things' based on submissions made to its polls.


The Profiler tool uses data collected from 190,000 YouGov members and gives an interesting insight into the behaviours of the 'average' audience around different shops, media outlets and entertainment brands.


The UK population was recently declared as 'post-demographic' for being increasingly difficult to stereotype, presenting growing problems for marketers trying to make decisions on ad spend.


But YouGov reckons that Amazon shoppers are posher, younger and have more disposable cash on average than those using eBay. Overall, online shoppers are more likely to be women, and right-wing, according to the data. Check out some more comparisons below:


Amazon.co.uk users (12, 413) vs Amazon app users (1,017)


Amazon.co.uk Screen Shot 2014-11-18 at 12.41.10 People who buy things from Amazon.co.uk say they "always check product reviews before buying something" and spend 26 to 30 hours every week online, compared to between 1 and 5 hours watching TV.


Amazon apps Screen Shot 2014-11-18 at 12.40.19 Amazon app users say they "couldn't get through the day without mobile communication" and spend 46 to 50 hours every week watching TV, on top of 26 to 30 hours online.


eBay.co.uk (9,558) vs eBay apps (1,003)


eBay.co.uk Screen Shot 2014-11-18 at 12.39.01eBay.co.uk users say they will "happily switch shops for greater speed and convenience", and spend a whopping 50+ hours watching TV each week, along with 26 to 30 hours online. They also read Viz magazine, apparently.


eBay apps Screen Shot 2014-11-18 at 12.37.53eBay's mobile shoppers are the most heavy internet users too, going online for 50+ hours each week. But they only watch between 1 and 5 hours of TV each week.