Women Buy for Fashion, Men Buy for Love

Ipsos Study of Canadian Accessory and Jewelry Purchases Shows Women Buy More but Men Spend More

Tuesday, October 26, 2010

Toronto, ON – A new Ipsos Reid study of accessories purchases in Canada shows that on items such as sunglasses, wallets, watches and jewelry, the spending habits of Canadians varies by product, gender and season. In particular, the Ipsos Reid Canadian Accessories Tracker shows some very defined differences between the ways and the amounts men and women spend in this segment.

“During April, May and June of this year, heading into summer, about one in seven (14%) Canadians reported purchasing sunglasses (non-prescription and prescription), spending, on average, more than fifty dollars ($52) per pair,” says Michael Waters, Senior Vice President with Ipsos Reid’s marketing research division. “Clearly, sunglasses are a significant consumer purchase, with the proportion of Canadians purchasing exceeding that of luggage and backpacks (7%), wallets (6%) and watches (5%) and on par with buyers of purses and handbags (14%) and jewelry (14%).”

While the sunglasses market is skewed slightly to female buyers (59%) versus male buyers (41%) the jewelry market dramatically leans toward female buyers (79%). But, although males do not represent a significant proportion of jewelry buyers (21%) they do account for the majority (52%) of dollars spent in the category.

“Within the jewelry category, men are more likely to be buyers of fine jewelry (30% of fine jewelry buyers) and are much less likely to be buyers of fashion or costume jewelry (11%),” Waters continues. “Almost three-quarters (72%) of men reported that their purchase of fine jewelry was for a gift, and fewer than a third (30%) of them said their purchase was on sale.”

It appears that male buyers of fine jewelry are less motivated by items that are "on sale" than they are by love - almost two-thirds (66%) of the total dollars spent by men on the fine jewelry category was for rings. And men are not frugal when it comes to buying jewelry. Male buyers of any jewelry during the April to June period spent an average of $264 on each jewelry purchase ($379 on fine jewelry), versus a much more modest $42 by female buyers ($96 for fine jewelry).

These are some of the findings of the Ipsos Reid Canadian Accessories Tracker, a quarterly study conducted online with 2000 adults ages 18 and over on behalf of all other household members. Launched earlier in the year, Ipsos Reid's new Canadian Accessories Tracker studies the purchasing behaviour of Canadians in regard to accessories and jewelry.

For more information on this news release, please contact:
Michael Waters
Senior Vice President
Ipsos Reid
(416) 324-2005

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

Member companies assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media. They measure public opinion around the globe. Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999. In 2009, Ipsos generated global revenues of €943.7 million ($1.33 billion U.S.).

Visit www.ipsos-na.com to learn more about Ipsos offerings and capabilities.

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Women Buy for Fashion, Men Buy for Love

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Michael Waters
Senior Vice President, Canada
Ipsos Marketing