A new report from e-commerce platform provider Demandware has identified a new kind of shopper. Called the “Digital Diva,” she owns more than two-thirds of fashion purchasing power and is a force fashion retailers will need to reckon with.
Based on a survey of more than 7,000 shoppers in the US, UK Germany and France conducted in partnership with the Univeristy of Arizona, the report revealed that this group, which comprises 22 percent of the fashion market, is highly engaged with fashion merchandise, extremely brand conscious and avidly uses multiple digital technologies including smart phones, tablets, laptops, in-storie kiosks and points-of-sale.
Digital Divas by the Numbers
- The majority (27%) are in the US
- 23% hail from Germany
- 18% are UK-based
- 15% reside in France
- 53% female
- 47% male (I suppose these guys could be referred to as “divos.”)
- 64% are 25-44 years old
- 68% have children
- 71% are the primary wage earners
What makes this group most significant is that, though they make up only 22% of the market, their purchasing power represents 69% of all fashion spend in Europe and the US. Further, they heavily influence purchase decisions by others, and both report on and curate their own shopping experience for the benefit of others.
Their shopping is not online only. In fact, they are hardly immune to brick-and-mortar shopping as they value the tactile nature of the in-store experience. Don’t be surprised, however, when you see them using a mobile device to comparison shop while in the store. They are two times more likely to do so.
They are knowledgeable – “information omnivores” is how the report describes them – extremely active on social networks, and brand loyal. However, they can be swayed by brands that appeal to what these divas consider important.
The report contains much more information that is included here. See the infographic below, which summarizes the key points.
Thanks to social commerce today
Key findings –
– 4 in every 5 smartphone
users – 85.9 million in total – accessed retail content on their device in July.
– Amazon Sites led as the top retailer
with an audience of 49.6 million visitors, while multi-channel retailers
(17.7 million visitors), Wal-Mart
(16.3 million visitors), Target
(10 million visitors) and Best Buy
(7.2 million visitors) also attracted significant mobile audiences.
– Among both iPhone
users, Amazon ranked as the top retailer attaining a reach of 43 percent among iPhone users and 55 percent among Android users, with visitation to the Amazon Appstore largely accounting for the higher reach among Android users.
– Apple commanded a much stronger and expected 33.5 percent reach among iPhone owners compared to 7.3 percent among Android users.
– Females accounted for a higher share of time spent on retail destinations at 53.4 percent of minutes on desktop computers and an even greater share of retail minutes on smartphones at 56.1 percent
– 70.7 percent of smartphone retail visitors under the age of 45 compared to 61.1 percent of desktop users
– Among smartphone audiences accessing retail destinations, nearly 1 in every 3 had a household income of $100k or greater, with this income segment driving a comparable 31.2 percent of minutes spent on retail sites and apps.
Did you know that the average mobile worker now carries 3.5 mobile devices in 2012, up from 2.7 devices in 2011?
And that 92% of mobile workers believe that they should be able to read work email on their phone?
What happens to corporate data residing on endpoint devices such as laptops, tablets and smart phones? Is this data backed up hourly, daily, monthly? How is the enterprise protecting corporate assets residing on endpoint devices brought into the workplace?
Check out the infographic to find out how Cloud Backup addresses these challenges and more.
Posted by: Will Palley – New York in North America
As smartphone adoption grows and attention spans attenuate, people are increasingly multitasking their media consumption. According to recent research published by Google, almost 9 in 10 smartphone owners in the U.S. use their mobile while doing other things, whether watching a movie, playing a video game or reading. We highlighted this phenomenon in our recent report, “15 Ways Mobile Will Change Our Lives.” And our latest report spotlights how marketers are taking advantage of the second screen as more TV viewers sit on the couch with smartphones (or other mobile devices) in hand. Google’s research finds that more than half of U.S. smartphone owners use their device while watching TV. The spike in connected screens and services that link them with the big screen is creating intriguing new possibilities for TV broadcasters and marketers alike.
Google’s report also looks at how people are turning to their mobiles for a growing roster of functions, behavior that will become increasingly prevalent. The data shows that 35 percent of smartphone owners expect to use their device to access the Internet more often in the future. And as more marketers lead shoppers onto their smartphones, m-commerce will become increasingly important to retail. As yet, more than a third of Google’s respondents said they have purchased a product or service on their smartphone, and more than two-thirds of those did so in the previous month. Mobile-optimized sites and location-specific deals will become crucial for capturing shoppers via their smartphones.
New research published by Nielsen, part of its U.S. Digital Consumer Report, finds that 29 percent of American smartphone owners used their device for shopping-related activities in the third quarter of 2011. Some of these consumers were looking for deals, comparing prices online while in a physical store (apps such as ShopSavvy help to enable quick comparisons) and finding or using online coupons. This data reflects similar findings from a study of how women are using technology that JWT conducted with Advertising Age late last year.
As mobile payment technologies such as NFC continue to gain adoption, the smartphone will come to play a bigger role in commerce. In the U.S., which lags some markets, Nielsen found that only 9 percent of mobile shoppers use their smartphone as a wallet but that 71 percent of app downloaders would be interested in an app that turns a phone into a credit card. Next week, at the Mobile World Congress in Barcelona, we’ll be tracking how today’s consumers and forward-thinking marketers are using smartphones and sharing some findings via Twitter.
Image credit: blog.nielsen.com
If you’ve got a team of devs in your agency, you can already do this pretty easily. But, how can the rest of the world start utilising their mobile to control any screen they have access to? And better yet, what will marketers start to do with this API to bring that power into branded apps and campaigns?
Any screen with a browser that accesses ClikThis.com instantly generates a unique QR code identifying that unique screen. Then, just use the Clik app to scan and instantly take control of that screen… Unfortunately for now, the prototype app does YouTube content only! Very cool though!
Thanks to the guys at Digital Buzz
Couple Up to Buckle Up from Tobias Carlson on Vimeo.
Just about every other week I get asked about QR codes, you probably do too… Most people will ummm and arrr about their uptake and effectiveness, but it’s only because they don’t think about the post-scan experience properly, and typically fail to get creative enough to get results.
Well, not Scandinavian Airlines, who recently launched the “Couple Up to Buckle Up” 2 for 1 campaign that used two unique QR codes across every touch point (emails, facebook app, banners, print ads .etc), leveraging an insight into how couples most commonly book trips.
Couples would each scan the QR code assigned to them, which would sync their half of a video based offer (if they user is smart enough to scan/play at the same time) and reveal the discount code split across both screens . Now that’s cool. Created by CP+B.
Posted on Digital Buzz
There has been a lot of talk about Nokia and the fact that it has lost its dominant position in the ever-growing mobile device market, but it may have just landed a counter punch. Their new smart phone although not released has generated significant interest. We have dropped in some video’s below that may be of interest if you haven’t as yet not seen the device. On another note the relationship with Microsoft which will probably give them access to other technologies may start to show interesting developments.
Great new augmented reality adds from Volkswagen. They have just launched the new Beetle with a massive augmented reality push that is included in poster, bus shelter, press add and anything else you can think of. We have attached the video below.