Study: Men's Counterfeit Purchases Double That of Women

Social media influencers are a significant factor in promoting counterfeit goods.

February 29, 2024, Los Angeles, CA – A recent study by the United Kingdom Intellectual Property Office (UKIPO) sheds light on a concerning trend: men are the primary buyers of counterfeit goods. The study surveyed 1,000 men aged 16 to 60 who are active on social media at least once a week. Comparisons were drawn with a previous study focused on 1000 female consumers conducted in 2021.

The findings indicate that men are twice as likely as women to purchase counterfeit items. Specifically, 35 percent of men admitted to knowingly buying counterfeit products in the year leading up to the survey, compared to only 17 percent of women in the previous study. The data indicates a high demand for counterfeits that place consumer health and safety at risk. Overall, 17% of male consumers purchased fakes in at least one of the higher-risk categories: beauty/grooming/hygiene, electrical products or electronics, toys, or alcohol.

Further analysis revealed that:

• 25 percent of men knew that the products they purchased were counterfeit, while 6 percent were deceived into buying them.
• 60 percent of male purchasers fell between the ages of 16 to 33, indicating a younger demographic.
• 36 percent of men who knowingly bought counterfeit goods admitted to being habitual buyers.

The most commonly purchased counterfeit products among men included sports items and sportswear (14%), clothing and accessories (13%), and jewelry and watches (10%). In contrast, women primarily purchased counterfeit clothing and accessories (10%), jewelry and watches (5%), and beauty and hygiene products (5%).

The influence of social media influencers was noted as a significant factor in promoting counterfeit goods. Overall, 23% of males are more likely to buy counterfeits when endorsed by influencers, with 24% admitting to buying counterfeits based on such endorsements. This influence was described as profoundly impacting consumer behavior, stimulating demand for genuine and counterfeit products.

Additionally, the study highlighted misconceptions held by male consumers regarding counterfeit goods. Forty-two percent blamed manufacturers for overpricing branded products, 23 percent didn't see counterfeits as a health or safety threat, and 19 percent didn't believe they harmed businesses or jobs.

Furthermore, nearly 12 percent of male respondents encountered influencer-endorsed counterfeits while searching for authentic products, while almost 7 percent actively sought out counterfeit items.

The report also emphasized the impact of terminology on consumer behavior, noting that the use of terms like "dupes" and "reps" instead of "counterfeit" contributes to increased purchasing of counterfeit goods. Shockingly, 51 percent of males aged 16-24 equated legitimate products with counterfeits, with 71 percent purchasing endorsed counterfeits.

In conclusion, the study underscores the growing prevalence of counterfeit purchasing among men, driven partly by influencer endorsements and misconceptions about counterfeit goods. Addressing these issues will require a multifaceted approach involving education, regulation, and consumer awareness.