American Women Have a Bigger Appetite for New Brands and Products Than Men

July 18, 2013

This article is included in these additional categories:

Asia-Pacific | Boomers & Older | Brand Metrics | Men | Women | Youth & Gen X

Ipsos-US-Preference-Trying-New-Products-Brands-July2013Asked whether they like to try new brands and products or prefer to stick with the ones they know, 55% of Americans chose the former, according to newly-released survey results from Ipsos Open Thinking Exchange. But that top-level figure masks a fairly marked difference in gender attitudes: men actually slightly prefer to stick with known brands (53%), while women clearly favor trying out new brands and products (62%). Those results appear to support recent findings from a separate Ipsos study, in which women were more likely to describe themselves as “open to a variety of new brands” than men.

The study also demonstrates a significant gap in perceptions when sorting by age. Whereas 63% of American respondents aged under 35 described themselves as enjoying trying out new brands and products rather than sticking with known ones, that figure dropped to 53% among the 35-49 group and into the minority (47%) among those aged 50 to 64.

When looking at household income and education levels, although those at the lower end of the spectrum were the most likely to stick with known brands, there did not appear to be a clear pattern. Interestingly, business owners were far more likely than those who don’t own a business to enjoy trying out new brands and products (66% vs. 53%) as were senior executive and decision-makers in relation to their counterparts (67% vs. 53%).

A number of these patterns appear to play out on a global scale, though not quite to the same extent. Across the 24 countries tracked, a slight majority chose the option that they prefer to try new brands and products, although women were more likely to than men (55% vs. 49%). Younger respondents, business owners, and senior executives were all again more likely to favor trying out new brands.

The most open to new brands and products? Indians, with 67% preferring something new over something tried-and-true. By contrast, a clear-cut 78% of Japanese would prefer to stick with the brands they know over something new.

About the Data: The Ipsos data is based on a weighted sample size of 12,000, from an online survey conducted between April 2nd and April 16th across 24 countries, with adults aged 18-64 in the US and Canada, and 16-64 in all other countries. The US data is based on a sample size of 500.

The countries reporting were: Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Great Britain, Hungary, India, Indonesia, Italy, Japan, Mexico, Poland, Russia, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Turkey and the US.

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