Skin care consumers more likely to be engaged by digital campaigns – study

Newly released research by the Interactive Advertising Board focusing on the US market shows that, compared to the average consumer, individuals searching out products from these categories are more likely regularly view digital programming.

The body’s research shows that the average consumer has a 15 percent influence rate from internet advertising, while a skin and sun care consumer has a 29 percent influence rate.

More time researching purchases online​

The research, entitled The IAB Summer Skincare Digital Report, is based on data from its Prosper Insights which specifically shows data relating to purchase behavior of consumers buying products in these two categories, and just how readily this process is influenced by the digital arena.

Likewise, the report also underlines the fact that consumers spend a significant amount of time researching potential sun lotion and skin care product purchases online, with 62 percent stating that they do this, compared to a rate of 42 percent for the average consumers.

This is also followed by a higher purchase rate, with 50 percent of consumers stating they make purchases in this category online, compared to 29 percent for the average consumer.

A 'tremendous' opportunity for marketers​

"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 Measurement, 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 surveyed a group of 19,774 adults aged 18 and over from the genereal population, and was compared to a representative sample of 428 frequent skin care buyers, also aged 18 and over.

Social media and mobile devices also more popular​

The report also suggests that skin care and sun care consumers are more likely to gravitate towards social media, with report data underling the fact that 52 percent of regular sun lotion consumers are likely to visit a brand’s Facebook page, as opposed to 34 percent for average consumers.

Likewise, they are also more likely to use mobile devices to influence or make purchases in this category, compared to the general population.

The research shows that 76 percent download apps, compared to 57 percent of the general population, whereas 20 percent research beauty product purchases on a mobile app, compared to 6 percent of the general population.