Digital is taking over, with just eight per cent preferring to shop inside physical stores.
An infographic recently showed that 53 per cent of female smartphone owners use up to five shopping apps. Now, turning the tables, marketing network Rakuten LinkShare has released the results of a study that finds British men spend 83 per cent of their annual online spend on fashion.
It shows 24 per cent of 26-35 year old men spend at least £900 a year on clothing online, and like a moth to a flame, 78 per cent are tempted to buy fashion online when they spy a voucher code discount or free delivery.
Meanwhile, 50 per cent of men aged 18-35 have a shopping app installed on their phone. A fifth have a barcode scanner app, supporting the trend for showrooming (in-store price comparison via device), while a 16 per cent use branded retailer apps, and 19 per cent of 26-35 year olds use QR code apps.
In fact, online shopping is so popular that just eight per cent of men prefer to shop on the high street, while 61 per cent would be annoyed if a brand doesn't support online services.
48 per cent of 18-25 year old respondents say they feel overwhelmed when shopping online, with 36 per cent look to friends and family for style advice, 21 per cent to social networks and 20 per cent to lifestyle blogs.
Mark Haviland, MD of leading Rakuten LinkShare, said: "Men’s fashion online is big business and brands shouldn’t underestimate the power of the digital channel to influence this market.
"Men have cash to splash online and their smartphones and apps are an essential part of this retail journey. By adapting to an omnichannel strategy, fashion brands have a far greater chance to make an impact and drive sales with this key audience."