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Did you know that 29% of women worry that their husbands will get something wrong when shopping? That’s just one of the findings from a consumer behavior study shared with us by our friends at 22squared.

The research, conducted with over 500 shoppers in the U.S., also found that while 72% of those surveyed said they were the primary shopper, 82% actually shared in the responsibility for shopping.

Research on shoppers

Interestingly, 38% of the men surveyed were quick to admit their wives pitched in on the shopping, while only 18% of the women admitted their husbands pitched in. What’s more, unlike other shared duties like paying bills or picking up the children, household shopping isn’t something couples consciously plan for.

Here’s a quote from one of the women in the study:

Being a team is part of being married. No one said, ‘Here’s how you’re doing to divide up the shopping.’ It happened organically and it works.

— Female, 38

The study also took a look at how people shop when they’re in-store. For example, the graphic below highlights how collaboration varies across different categories of retail stores.

Chart with shopping research

Here’s some additional good news in the research — 79% of respondents are satisfied with the shared involvement and are even grateful to have a teammate to lean on. And 65% would shop together more often if they had more time.

The study also concluded that there are 6 different kinds of team shoppers, outlined in the chart below.

Team Shopping Graphic

Why does all this matter? The research found that effective teams make more valuable shoppers. In fact, those who shop as an effective team are 20% more likely to love shopping at your store (which, of course, means they’re more likely to come back).

Data about shoppers

 

The study from 22squared is packed with interesting information and insights. If you’re a business owner an you’re interested in improving the results of your next marketing campaign, check out this information-packed infographic or view the accompanying SlideShare presentation.

 

Jamie Turner is the CEO of the 60 Second Marketer and 60 Second Communications, a marketing communications agency that works with national and international brands. He is the co-author of “How to Make Money with Social Media” and “Go Mobile” and is a popular marketing speaker at events, trade shows and corporations around the globe.

Book by Jamie Turner