Skincare Buyers Are Web-Savvy, Social Media Mavens

9/1/13

Those who regularly purchase skincare suntan lotion are more influenced by Internet ads than the average consumer (29% vs. 19%), according to the Interactive Advertising Bureau.

Digital ads inspire one in three skincare buyers to search for skincare products online. Moreover, they are more influenced by sponsored search results than the average adult (36% vs. 10%).

Skincare and suntan lotion buyers are more likely than the average adult to regularly research these products (61% vs. 42%), use Web radio (55% vs. 25%), and participate in social media (75% vs. 53%).

Regular suntan lotion buyers are more likely than the average consumer to visit the Facebook page of a retailer to receive special discounts (52% vs. 34%).

Regular skincare buyers are also heavier mobile users, with 76% purchasing apps, compared to 57% of adults who purchase apps. Entertainment apps are the most popular category for skincare buyers.

One in four regular skincare buyers researches beauty products via a mobile connected device, compared to 8% of adults who do so. One in five skincare buyers has purchased beauty products via their mobile device, compared to 6% of adults.

Regular skincare buyers are more likely than adults in general to say their decisions are “greatly influenced” by digital (50% vs. 27%) and mobile (32% vs. 11%) coupons and to use daily deal sites (71% vs. 52%).

SOURCE: Interactive Advertising Bureau, Sherrill Mane, SVP Research, Analytics, and Measurement, 116 E. 27th St., 7th Fl., New York, NY 10016; 212-380-4700; sherrill@iab.net; www.iab.net.

© 2013 Business Valuation Resources, LLC (BVR). May not be reproduced without written consent of publisher.

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