Skincare Enthusiasts Have Stronger Online, Mobile Habits

With health and beauty brands seeking to reach a target audience of regular skincare and suntan lotion buyers, the Interactive Advertising Bureau (IAB) has released research that shows that this coveted group is much more inclined to engage in online and mobile activities than the average adult, and they are also more prone to regularly view digital video programming. In addition, they are much more influenced in their beauty purchases by internet ads than the average consumer (29% vs. 15%). skincare

Key findings include:

  • Purchases in general are regularly researched (61% vs. 42%) and made online (50% vs. 29%) by frequent skincare buyers, compared to the general population
  • When it comes to overall purchase decisions, digital ads inspire one in three skincare devotees to search, and they are much more influenced by sponsored search results than the average adult (36% vs. 10%)
  • Shopping is their top online activity and they outpace the general population when it comes to this pastime (63% vs. 51%)
  •  Skincare purchasers are more likely than the general population to surf the internet (94% vs. 86%), use web radio (55% vs. 25%) and participate in social media (75% vs. 53%)
  • Regular suntan lotion buyers are more apt to visit the Facebook page of a retailer to find special offers versus the general population (52% vs. 34%)

The report "spotlights a tremendous opportunity for marketers to use interactive advertising in new and exciting ways to reach this audience,” said Sherrill Mane, Senior Vice President, Research, Analytics and Measurement, IAB. “Frequent purchasers of skincare and suncare products are heavily immersed in digital media across devices indicating a crucial need for advertisers to make sure digital is a major part of their media mix.”

The report also showed that frequent skincare buyers leverage mobile screens more as well:

  • Skincare enthusiasts are heavier mobile app users than the typical population, with 76% purchasing apps versus 57% of the general population, and entertainment apps being the most popular (72% among frequent skincare buyers vs. 56% for average adults)
  • One in four (25%) researches beauty products on a mobile connected device, while merely 8% do so within the general population
  • Similarly, one in five (20%) have purchased beauty products on their mobile device, in sharp contrast to only 6% among average adults
  • Frequent Skincare Buyers’ purchase decisions are ‘greatly influenced’ by digital (50% vs. 27%) and mobile (32% vs. 11%) coupons and many use daily deal sites (71% vs. 52%)

To learn more about skincare shoppers, check out the AudienceSCAN report available on the Research Store at ad​-ology​.com.

[Source:  “The IAB Summer Skincare Digital Report.”  Prosper Insights/​Interactive Advertising Bureau (IAB).  17 Jul. 2013.  Web.  5 Sept. 2013.]