Considering its called a mobile “phone,” using our mobile device to call people is actually only the sixth most-used function after other activities such as checking social media and gaming. Web browsing comes top of the list with people spending 24% of their mobile usage time browsing the web, closely followed by time spent on apps.
Mobile phones are contributing to traditional consumer goods becoming obsolete:
- 57% of people now say they have no need for an alarm clock
- 50% of people no longer wear watches as their mobile phone is their first choice for knowing what time it is
- Apps: half the time spent on smartphone apps occurs on the individual’s single most-used app and almost 85% of their time on the top four-rated apps (Whiteside)
- 6 out of the 10 most downloaded apps in the world right now are messaging apps
- Facebook boasts the most daily users
- Only about 2% of FB posts have organic reach and only about 5-7% with video (campaigns)
- Instagram boasts the most engaged users
- YouTube has the most widespread usage
- Only 2% of YouTube beauty views are on brand pages because people don’t really trust brands—people buy from people
- 63% say family and friends are their most trusted beauty influencers
- 78% of consumers agree that social media has made it easier for consumers like them to find information about products that are personalized to their age, skin concerns, budget, and needs
- 83% of people follow influencers on Facebook
- 43% of people follow influencers on YouTube
- 28% of people follow influencers on Instagram
- In case influencers need a commercial introduction, within 24 hours, Arielle Charnas’ Snapchat post on Peter Thomas’ Roth Rose Stem Cell Bio-Repair Gel Mask sold x502 masks—worth $17,565.
How are we shopping?
- 40 percent of luxury purchases are in some way influenced by consumers’ digital experience—for example, through online research of an item that is subsequently bought offline, or social-media “buzz” that leads to purchase.
- 55% of brand growth for FMCG brands is driven by increased customer loyalty, according to a 2015 study by GfK. It’s main point? “The emotional quality of the relationships a brand has with its customers is every bit as important as the number of relationships it holds.”
- The Nielsen Global Connected Commerce Survey conducted interviews in 26 countries to observe how consumers are using the internet to make shopping decisions in stores and online. They reported that due to the internet and e-commerce, shoppers are increasingly looking to purchase internationally, with over 50% in the study who purchased online in the last six months stating they bought from an overseas retailer.
1,000 French women and 732 men were surveyed about their online shopping habits:
- 57% people purchase directly from a brand’s site
- 50% purchase from a beauty retailer, e.g., Sephora
- 28% purchase from their phones
- 80% buy natural and organic
- 37% buy natural/organic more often than conventional products
- 60% buy makeup
How do you measure success?
Google conducted research which states 85% of online shoppers start shopping with one device and finish on another. Multichannel shoppers shop more often and will spend 3 times more than your single-channel shoppers.