Thanksgiving 2013 Shopping
Thanksgiving Day holiday shoppers line up with television sets on discount at the Target retail store in Chicago, Ill., on Nov. 28, 2013. Reuters/Jeff Haynes

OK, brace yourself to have another preconceived notion exorcised.

Men shop more than women and are more valuable to retailers as they also have larger average transactions.

For that rather surprising revelation, we have AgilOne to thank. The cloud-based predictive marketing firm collected data from more than 1 million men and women, in roughly equal proportions, who purchased goods at a variety of sites both online and at traditional brick and mortar retailers.

Here are the five top findings from the survey.

Men have a 24 percent higher lifetime value than women because they shop more often and have larger transactions.

Men are twice as likely as women to buy using rewards points.

Men's purchases have profit margins 4 percent lower than margins for women.
Men are slightly more likely to buy across multiple product categories (for example, buying socks, pants and watches rather than buying only pants).
Men are slightly more likely to buy from (NASDAQ:AMZN) than from a brand or specialized retailer’s site directly.