When you go shopping for beauty products do you consult the Internet on your mobile phone? Many black women– 73 percent–do. They use their cell phones to research new beauty products, find deals and even share their experiences found a new study from Social Lens Research in partnership with MocoSpace and Identity. It was a “mobile-optimized survey” (of course) and African-American women comprised were 20 percent of the respondents, a total of 1,874 people.
Compare this to the total populations of whom only 64 percent use their mobiles to research beauty goods.
“The findings from this study underscore the significance of beauty and grooming to the African American market and the need to connect with them wherever they are,” Deidre Smalls-Landau EVP Managing Director, Identity, a division of IPG, told Target Market News. “Furthermore it cements the mobile platform as a leading “passion” channel to sustain conversations, share information and be a platform of expression for this dynamic community.”
There were other interesting findings: Black women are more likely than the total population to use mobile to find deals, 41 percent versus 32 percent compare prices. Thirty-nine percent (versus 31 percent) look for deals on mobile.
Not only are African-American women more likely to research products with their mobile devices — 29 percent versus 24 percent check reviews for a product — black women have a higher likelihood to purchase via mobile, 21 percent versus 11 percent.
African-American women also spend a lot on beauty products. Some 43 percent spend $100 or more and 74 percent spend at least $50 a month. While black women will pay significant amounts for products, they also like a good deal. According to the survey, 59 percent participate in reward programs at drugstores or supermarket stores.
“The study highlights that multicultural consumers are mobile first for beauty product discovery,” said Julie Diaz-Asper, founder of Social Lens Research. “Mobile marketing offers a mostly untapped opportunity to craft targeted campaigns that resonate, engage and meet the needs of multicultural consumers. Companies that use mobile effectively will have the advantage with this consumer segment. It’s time to lead with mobile versus using mobile as an add-on.”