Fashion accounts for approximately 83% of young men's online spending

A recent study in the UK revealed that this year, 85% of men will shop online rather than in a brick-and-mortar store, and that a quarter of 26-35 year-olds spend at least €1,000 a year buying clothes online.

While women are traditionally perceived as shopaholics, new research from Rakuten LinkShare shows that men devote more than three-quarters of their annual online spending to clothing.

The results also reveal that only 8% of young English men prefer to buy clothes in "real" stores. More than half of the men surveyed would be disappointed if their favorite brand did not have an online store.

This new generation of consumers often uses mobile apps before purchasing. More than half have a shopping app on their smartphone, such as a barcode scanner, indicating a growing trend toward "showrooming," meaning the initial research is done in a store and the final purchase is made online.

It's not just apps that influence purchases. Discount coupons and free shipping are also very popular among young male consumers: more than half say these promotions encourage them to make a purchase.

With more choices online than ever before, younger male consumers are looking for advice on what to buy when browsing their chosen brand's website. Nearly 50% of them admit they feel overwhelmed and aren't sure which jacket or Superdry shoes would suit them best. As always, friends and family continue to be a major influence: 36% of 18-25 year-olds actively seek the opinions of their peers before purchasing. More than a fifth use social media for inspiration and visit fashion blogs to learn about the latest trends.