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BizReport : Mobile Marketing : February 14, 2014


Reports: Fashion Week, Olympics driving people to mobiles

Smartphones are crucial for Fashionistas, especially during Fashion Week. According to a recent Millennial Media, On Device and the IAB survey most (76%) 'fashionistas' - women interested in fashion - were 'heavily engaged' with their smartphones during New York's Fashion Week. Another 14% were 'heavily engaged with tablets.

by Kristina Knight

Some interesting findings from Millennial Media include:

• 67% of 'Fashionistas' are under age 35
• 62% buy in-store, 36% buy online and 26% buy via mobile device
• Fashionistas shopping via mobile tend to spend more
• 97% of Fashionistas use mobile devices while in stores

Millennial Media found that while most (68%) of Fashionistas spend more than $100 when shopping in-store more than three-quarters (79%) spend over the $100 mark when shopping via mobile. As for how they use mobile devices in-store the report finds:

• 29% are comparison prices
• 23% are researching products
• 18% are using social networks/sharing via socnets

Meanwhile a few statistics out from SOASTA show which countries are the most engaged with the 2014 Sochi Olympics. According to their data about one-third of smartphone traffic to the Olympic website originated from the US, another 23% from Canada and 18% from Russia. Most of these (30%) are accessing Olympics information from Chrome/32 browser windows.

About one-third of mobile consumers say they will use their smartphone or tablet apps to stay up-to-date with Olympic coverage.

Image via Shutterstock

Tags: Fashion Week, Millennial Media, mobile marketing, mobile use trends, Olympics, SOASTA










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