With health and beauty brands seeking to reach a target audience of regular skincare and suntan lotion buyers, the Interactive Advertising Bureau 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%).
IAB conducted a custom analysis of syndicated Prosper Insights & Analytics™ data to look at consumers and media behaviors of consumers. The analysis employed multiple waves of survey results. Prosper Insights & Analytics Media Behaviors & Influence Survey was used to identify Frequent Skincare Buyers 18 and over (18+). The analysis also looks at key differences among Suntan Lotion buyers 18+ compared to Adults 18+ representing the general US population, as part of the Monthly Consumer Survey, Summertime Products Aisle (June) Survey.
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 percent purchasing apps versus 57 percent 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 percent 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 percent 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%)