Today, Social lens Research in partnership with MocoSpace and Identity launched a new study on the mobile beauty habits of African American Women.
The study found that 73% of African American Women versus 64% of the total population surveyed use mobile to research products, find deals and compare prices.
The mobile-optimized survey was fielded via the MocoSpace platform over a seven day period, recruiting 9,209 in the US without an incentive. African American women (1,874) were 20% of the respondents. Identity offered strategic input and in-depth market expertise.
“The study highlights that multicultural consumers are mobile first for beauty product discovery. 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. Its time to lead with mobile versus using mobile as an add-on.” Julie Diaz-Asper Founder, Social Lens Research.
Offer compelling deals that are easy to find on your mobile friendly site and via social channels.
Leverage social channels to build trust with target audience and create positive conversations on featured products.
Look at opportunities to engage influencers to build relevant, useful and mobile ready tips on how to use your product.
Reward social sharing with fan recognition and exclusive deals.
Want to better understand African American Women’s beauty needs, trends and interest? Take a look at Youtube!
A quick scan of influencers in the African American beauty space showcases the power of tips and tutorial videos with some influencer having 30 million plus videos views.
Bio: Hair Vlogger. Life Blogger. Try to keep it simple & fun, while retaining a healthy level of GOoFineSS.
About: I’m just a silly girl who loves to share my favorite makeup looks, tips, tricks, and products! So, come play in makeup and laugh with me!
What do you think is the best way to engage multicultural consumers on mobile?
Identity, part of IPG: At Identity, we pride ourselves on being marketing and media enthusiasts who design blueprints of the consumer experience that drives culture. These blueprints highlight cultural shifts, embrace emerging media, drive media innovation and use robust analytics to activate real business outcomes. We are the IPG Mediabrands solution when clients seek to grow their business with the multicultural and influential segments of African-Americans, Hispanics and Tastemakers. Our underlying philosophy of integration and innovation enables us to execute Total Market plans with cultural nuances that drive results.