Page 42 - North American & Caribbean Cruise Traveller

Industry Insider:
North American & Caribbean Cruise Duty & Tax Free Retail 2015
4.2 GENDER
Our findings suggest little difference in terms of the level of Duty / Tax Free service awareness and browsing amongst male and female travellers cruising in the North American & Caribbean region. However, the level of purchasing is stronger among males.
This being said, a high level of purchasing from the cruise Duty & tax Free channel is apparent for both genders.
AWARENESS
A similar level of service awareness exists for both genders, although there is a slightly higher recall of on-board stores amongst males (61%) than females (57%). Males aged 40 and under are most likely to be aware of Duty / Tax Free services on-land.
BROWSING
Around 8 in 10 travellers of both genders browse Duty / Tax Free services whilst on their cruise. However, females are more likely to browse Duty / Tax Free stores both on-board the ship AND at on-land port stores compared to males.
PURCHASING
Three-quarters of male travellers make a purchase compared to two thirds of female travellers, indicating that conversion rates are higher for male browsers. Purchasing is more popular on-board than on-land for both genders.
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