Long considered the somewhat silent and highly impatient demographic of the retail world, men have come around in full force within an environment that they have proven themselves to be quite comfortable inside of. This place is called the Internet, and it’s become even more of a viable attraction for retail marketers to home in on the buying habits of tech-savvy consumers who want to make the most of an interface that allows them to make the least of the shopping experience.

Studies are showing that in the world of media, entertainment, and shopping, men are doing more than ever before. They are also spending more, and this equates to the increased online availability of goods and information from hand held devices. This comes at a time when the image of the young male early adopter of technology has become less of a presence in terms of marketing to consumers across the board, since women have equaled men in virtually every category.

However, women did lead in a few of the content activities that were studied by experts. In a margin as high as 10%, women were more likely to be ahead of men in areas like accessing social media, and about the same as their male counterparts in other categories like online searches for information, blogging and reading blogs, playing games, and general use. However, the men were found to be rather insatiable when it came to indicators for sports, music, video, and news.

Statistically speaking, both groups were on the level with each other in areas of online activity involving the use of maps and finding directions via hand held mobile devices. However, men were found to be once again in a higher percentile when it came to travel-related online activity.

This includes related activities like researching, comparison shopping for the best prices, and booking. Financial services also saw men spending more than just their money, as the time men used to perform all levels of activity like checking up on bank accounts, making transactions, and buying or selling stocks.

When polled, women responded by saying that they were just over 10% more likely to not have made any online purchases in the last six months. Men were agin in the lead in this category, even bringing their numbers higher by spending more on mobile purchases. Up to 60% were spending at least $250 in the past year, with women’s figure resulting in less than half for those who responded with the same activities.

On top of the increased usage that men were exhibiting, there was also a distinctly increased tendency to spend more for the content as well. Studies show that men were more likely to make purchases than women were, for virtually every category of mobile media and entertainment content that was available through hand held mobile devices. Of the categories covered,  games, videos, news, and sports were the top attractions.

In addition, 53% of women reported that they had never even paid for mobile content before, with their group presenting an interesting contrast to the 38% of men who responded the same.

While women continue to dominate categories like shoes, clothing, fashion accessories, jewelry, babies, kids, and toys, the same studies showed that men were rarely far behind in the numbers, and outranked women in purchase habits in most other areas.

As an added factor that should be noted, the level of activity is the same in all parts of the developed world. China’s vibrant economy and its consumer market has recently reached the distinction of being the second-largest in the world. This is quickly making economists, marketers, and brand managers rather bullish about the country’s future in mobile computing and online shopping.

There are current estimates showing that online advertising spending in China is expected to reach $3.7 billion by the end of 2010, continuing a growth trend of up to 20% over the next year. These strong double-digit growth rates will most likely continue through 2015, and the rate of ad spending in the PRC is projected to reach a figure around $9.5 billion, which is more than double of the amount will have been spent during this year.