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Skin Care Buyers Very Engaged Online, Via Mobile, Says New Report

Posted: July 17, 2013

With beauty brands seeking to reach a target audience of regular skin care and sunscreen lotion buyers, the Interactive Advertising Bureau (IAB) has released research that shows that this group of consumers 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%).

Detailed findings are compiled in The IAB Summer Skincare Digital Report, based on data from Prosper Insights, which demonstrates digital’s influence on the lives and purchase behaviors of skincare and suntan lotion enthusiasts:

“The beauty of the report’s findings is that it 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 easurement, IAB. “Frequent purchasers of skin care and sun care 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 skin care buyers leverage mobile screens more as well:

“Mobile devices have increasingly become a vital component to our lives, and certainly this research points to it having a deeper impact on those that frequent the skin care aisle and beauty specialty stores,” said Pam Goodfellow, consumer insights director, Prosper Insights. “Health and beauty brands would be wise to include mobile in their advertising strategy, if they want to influence this highly-targeted and extremely valuable consumer.”

The report found skin care aficionados are similarly zealous about digital video. They are more likely to subscribe to premium video sites. Half (49%) regularly watch digital video on their desktop or laptop computer, while more than a third (37%) regularly watch digital video on their smartphones or tablets. In comparison, just 22% of the general population regularly screens digital video on online platforms and merely 12% do so on mobile devices.

The IAB Summer Skincare Digital Report includes intelligence from the Media Behaviors & Influence Study, which polls some 19,000 respondents once a year, The report is the second in an ongoing series of consumer research studies that IAB is producing in conjunction with Prosper Insights.