If something took us by surprise, it has to be this: a survey involving 779 women between the purse-carrying ages of 19 and 45 have shown that 74 per cent of women think of shopping every minute. What these women think of during every other minute may remain a mystery, but when put in the context of previous studies that show men to think about sex every 52 seconds, we may find a meeting point between the two genders.
There are some stereotype addicts who find the latest revelation obvious. They point to the length of each shopping mission that the average Jill goes through and the detailed research that each mission entails. So don’t women think of other things — sex, included? Well, of course, they do. But they are armed with better multi-tasking skills. So if you think that the lady ploughing through that clothes rack (only to buy nothing) has only the subject of clothes in her head, you’re being so naive.
On the other hand, men are supposedly hardwired to take more risks than their more risk-averse counterparts (must be those old hunter-gatherer vs home-maker origins). Thus, the need for women to not risk a bad buy; and thus the corresponding need to think about shopping.