How women want to interact with brands online: websites and social accounts still trump apps, AdWeek reports. Women interact digitally with beauty and clothing brands the most. According to a new study conducted for Adweek by product review and discovery platform Influenster, brands need to move even further toward mobile if they want to make meaningful connections with women.
"Digital consumption, especially of visual content, is happening at such a rapid pace on handheld devices marketers should push mobile optimization to the top of their checklists and not allow it to come as an afterthought," said Influenster president and co-founder Elizabeth Scherle.
AudienceSCAN found 14.6% of U.S. adults have you used a smartphone or tablet to share a photo of a product they're considering with others in the past 6 months.
"Scherle added that even though videos and GIFs are in fashion, women still prefer social posts that involve photos," Carrie Cummings wrote for AdWeek.
Marketers should use photos to target these Photo Sharers. AudienceSCAN research revealed 50% of Photo Sharers are using iPhones.
What Women Want
What types of brands do women interact digitally with?
- Personal Care
- Online Companies
- Food and Beverage
- Fitness Wear
- Sporting Goods
- Insurance and Finance
These kinds of retailers can target Photo Sharers with mobile marketing. According to AudienceSCAN research, 69.2% of Photo Sharers used mobile devices to text a store/retailer in the past 6 months.
Why do women visit the brand's website more than its app and social media accounts?
- It's more easily accessible 53%
- To purchase the service or product 51%
- It is more user-friendly 36%
- The content there is more relevant to me 32%
- To voice my opinion on the service or product 14%
81% of Photo Sharers took action after seeing an ad on a social network in the past 30 days, according to AudienceSCAN data.