Who is Shopping for Apparel Online?
Visits to the apparel industry online were dominated by female users with 57% for the 12-week period ending 28 October 2006. There has been a shift however towards male shoppers in the apparel industry from 36% in October 2005 to 43% in October 2006. While traditional areas of male usage on the Internet such as electronics have remained steady, males appear to be increasingly referencing new areas such as publications in the Lifestyle – Men’s industry. Websites targeting male users for lifestyle purposes grew substantially over 2006 and contributed steady traffic to apparel websites. In the apparel retail industry, Rebel Sport Australia (www.rebelsport.com.au) received the highest volume and percentage of male online users for the 12-week period ending 28 October 2006. The Hitwise Lifestyle tool reports on the preferences and attitudes of consumers visiting websites through the segmentation of online users into MOSAICTM groups. Visitors to the Apparel industry had a high representation
