BEAUTY CARE

Study: Heavier utilization of mobile shopping among Hispanic consumers

BY Michael Johnsen

CHANTILLY, Va. — Hispanic consumers are outpacing non-Hispanics in their adoption of mobile, social and online sources for local shopping, according to BIA/Kelsey’s Consumer Commerce Monitor study released Tuesday. 

According to the study’s findings, nearly a quarter (23.6%) of Hispanic consumers reported they use tablets for local shopping, compared with 15.5% of non-Hispanics. And nearly half (48.5%) of Hispanic consumers use mobile devices for local shopping, compared with 32% of non-Hispanics. Among mobile Hispanic consumers, 52.5% report using their tablets and 42.5% report using their smartphones daily for local shopping.    

"How the Hispanic consumer shops will affect how a local business advertises and builds loyalty with this community," stated Celine Matthiessen, VP analysis and insights, BIA/Kelsey. "An integrated social, mobile and loyalty strategy will be a necessity to attract this demographic, as Hispanic consumers are very loyal to local businesses. Hispanic respondents to the CCM study reported that they supported an average of six businesses by becoming a fan or follower or liking a local business."

Hispanic and non-Hispanic consumers rely more on search engines than mobile apps for local shopping. As many as 61% of Hispanic consumers and 69% of non-Hispanics reported they "mostly use search engines" on a tablet or smartphone for local shopping. And while their mobile app usage is significantly lower than their use of search engines, Hispanics rely more on mobile apps for local shopping than non-Hispanics, by nearly two to one. Approximately 17% of Hispanic consumers reported they "mostly use apps" on a tablet or smartphone for local shopping, compared with 9% for non-Hispanics. In addition, Hispanic consumers reported using 5.1 mobile apps, on average, for daily shopping, compared with 2.7 apps for non-Hispanic consumers.

When using social media for local shopping, Hispanic consumers index higher than non-Hispanics on all social media networks, except Facebook, with 61% of Hispanics and 67% of non-Hispanics reporting they use Facebook for local shopping. Other social networks used for local shopping include:

  • YouTube: 17.7% by Hispanics as compared to 10.3% by non-Hispanics;
  • Yahoo: 16.8% by Hispanics as compared to 16.4% by non-Hispanics;
  • Google+: 11.9% by Hispanics as compared to 10.8% by non-Hispanics; and
  • Twitter: 11.1% by Hispanics as compared to 6.7% by non-Hispanics.

Despite their heavy social media use, 83.2% of Hispanic consumers list family and friends as their most trustworthy source for local shopping information.

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
BEAUTY CARE

Study: E-commerce remains strong vehicle for beauty shoppers

BY Antoinette Alexander

NEW YORK — E-commerce has been and will continue to be a strong vehicle for how consumers buy beauty products, according to a new study released by digital marketing firm PM Digital.

PM Digital’s "Trend Report: Makeup and Skincare Brands Online" explores the current state of beauty e-tail and presents findings and figures that reveal how brands effectively cater to online shopping. U.S. beauty sales are expected to reach $81.7 billion by 2017 and of that, 38% is expected to be attributed to online key term searches.  

Overall, the trend report spotlights that over the last five to seven years, e-commerce has been and will continue to be a consistent vehicle for how consumers purchase beauty products, and attributes this to impactful online marketing campaigns searches. According to PM Digital, it found a key trend that proves how marketing is impacting the consumer and driving e-commerce sales. The study shows that Avon and Mary Kay have captured 20% of line market share of tradition web traffic over Olay, Maybelline, M.A.C. Cosmetics, CoverGirl and e.l.f.

"Successful marketing in the beauty industry has to strike the right combination of outside-in emotional brand connection and inside-out product performance. This study revealed the dominant players that consumers have fallen in love with. Here, it’s never casual, and it’s why we’re seeing social media and content accelerating as critical connectors," stated Chris Paradysz, co-founder and CEO of PM Digital.
Additional key findings are as follows:

  • Search Engines drive nearly 40% of clicks to makeup and skin care sites, with Google alone accounting for 30% of referrals to makeup and skincare sites;
  • Social networks and email each make up 12% of traffic to makeup and skin care brand sites;
  • The top search keywords for makeup and skin care sites fall into three categories — products, concerns, and promotion/contest/giveaway searches;
  • Generic searches for makeup or skin care products usually result in product listing ads for department or retail beauty stores;
  • Searches for branded products often result in PLAs with links to both department stores as well as the brand’s own sites; and
  • Product features and reviews, how-to videos, testimonials, forums, and social media continue to be a leading factor in being a trusted perspective.

Shopping for beauty products is a hands-on activity — arguably even more so than clothing or accessories. Customers have been trained to want to touch, feel, smell and try on each unique product and color to find the best fit. The nature of beauty products invokes a highly engaging shopping experience; beauty shoppers tend to proactively seek rather than reactively purchase.  However, despite selling merchandise that lends itself beautifully to in-store shopping, beauty brands are still making strides in the digital world, the report stated.

 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?
BEAUTY CARE

Clear Scalp & Hair to sponsor ‘The Voice’ season six

BY Antoinette Alexander

NEW YORK — Unilever’s Clear Scalp & Hair has partnered with NBC’s "The Voice" for season six as the official hair care sponsor of the singing competition.

The multiplatform partnership will include custom content featuring personal stories of past "Voice" artists to celebrate resilience together with Clear Scalp & Hair. In addition, as part of the initiative, Clear Scalp & Hair will join NBC’s "The Voice," as the official title sponsor of "The Voice Live Tour" to launch summer 2014 across the United States.

Viewers also will have the ability to directly engage with the tour and an artist from "The Voice" to participate via social media platforms. "The Voice" premieres Feb. 24 on NBC at 8/7c. "The Voice Live Tour" will be produced by Talpa Media USA.

Timed with the brand’s debut as the official hair care sponsor of  "The Voice" for season six, Clear Scalp & Hair has launched its new advertising campaign surrounding its message of resilience, featuring international supermodel and Clear Scalp & Hair global brand ambassador Miranda Kerr.

 

keyboard_arrow_downCOMMENTS

Leave a Reply

No comments found

TRENDING STORIES

Polls

Which area of the industry do you think Amazon’s entry would shake up the most?