Magazines have long had a hold on consumers who aspire to something more – whether it’s better fashion, appearance or food. Full page pictures help consumers appreciate what a new product can do for their lives. Now tablets are giving marketers in some industries a new way to connect with consumers and their investment in this media format is paying off according to a new eMarketer report, Beauty and the Tablet.
Referencing a Mojiva study published earlier this year, analysts point out that women respond to tablet ads for the following industries:
- Food/restaurants 52%
- Apparel 40%
- Beauty 37%
- Leisure activities/events 32%
The eMarketer report emphasizes why tablets are so effective for a category like beauty. Using these devices, consumers are accessing reviews and they’re taking quizzes about which products will help them look their best. Whether it’s lipstick or eye shadow, women appreciate feedback in an interactive environment. Their engagement makes consumers more comfortable about using tablets for everything from research to purchase.
For now, about 28% of surveyed tablet users are researching the personal care and beauty product industry online. About 17% are making purchases in this category via the tablet. Industry experts hope the number of women regularly making purchases from their tablets will grow. Currently, only 8% of women are ‘most often’ purchasing through any kind of a mobile device. However, once a woman makes an initial purchase using the device, it is easier to convince her to repurchase at a later date.
While women are more like than men to respond to tablet ads in the 4 categories studied by Mojiva, marketers should know that 43% of male tablet owners respond to messages from food and restaurant vendors.
By the end of 2013, 94.2 million tablet owners in the U.S. will have the capability to shop online. That number will rise to 146 million by 2017.
If you're working with marketers in one of these popular tablet categories have you been encouraging them to deploy interactive content to engage consumers?