8/2/13
Adults who buy skincare products frequently (once a week or more) are more likely than overall adults to use all forms of media regularly, especially social media and online radio, according to the Interactive Advertising Bureau (IAB). Frequent skincare buyers are more likely than the average adult to be single, under age 45, Hispanic, and current students.
Frequent skincare buyers are more likely than the average adult to own smartphones and/or tablets. Among mobile device users, frequent skincare buyers are more likely than others to pay for apps (76% vs. 57%). A quarter of frequent skincare buyers (25%) research health and beauty aids via mobile, compared with 8% of mobile users overall. One in five frequent skincare buyers (20%) have purchased health and beauty products via mobile devices, compared with 6% of overall mobile users.
Americans who buy skincare products frequently are almost twice as likely as adults overall to subscribe to Netflix (50% vs. 32%), and they’re about three times more likely to use iTunes video streaming (21% vs. 8%), Amazon Instant Video (20% vs. 7%), or Hulu Plus (18% vs. 6%). They’re more than twice as likely as overall adults are to watch videos online (49% vs. 22%) or via mobile (37% vs. 12%) on a regular basis. Seven in 10 frequent skincare buyers (70%) watch the ads that air before videos at least some of the time, compared with 53% of adults overall who watch these ads.
Frequent skincare buyers are more likely than adults overall to be influenced by email and online ads, and by TV ads (both cable and broadcast). They’re slightly less likely to be influenced by coupons and in-store promotions, but they’re more likely to use digital coupons and daily deals. Seven in 10 frequent skincare buyers (71%) use daily deal sites, compared to 52% of all adults, and 23% scan coupons on mobile devices at checkout, compared to 15% of all adults. Half are greatly influenced by online coupons, vs. 27% of adults overall, and 32% are greatly influenced by mobile coupons, vs. 11% of adults overall.
SOURCE: “IAB Summer Skincare Digital Report: Consumer Skincare, Suntan Lotion, HBA & Digital,” July 2013, IAB (Interactive Advertising Bureau), Sherrill Mane, SVP Research, Analytics & Measurement, 116 E. 27th St., 7th Fl., New York, NY 10016; 212-380-4700; sherrill.mane@iab.net; www.iab.net/skincare.
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