Fluent Releases New Research on Digital Apparel Shopping at Experian Marketing Services Client SummitJuly 30, 2015 | By Fluent
30% of American Consumers Say They Have Made Purchases Using Smartphones
Las Vegas, NV, July 30, 2015 — Fluent, Inc., a leading consumer marketing and advertising technology company, today released new research on digital apparel shopping at the Experian Marketing Services 2015 Client Summit in Las Vegas, NV. The “Consumer Pulse: Apparel Shopping” report reveals that American consumers are increasingly comfortable with shopping through their smartphones, and that many are using digital channels like social media and email marketing to engage with apparel brands.
For its study, Fluent surveyed over 1,600 American adults, asking a range of questions pertaining to their preferences for shopping online or in-store, what motivates their purchase decisions, and their use of digital channels to shop and connect with their favorite brands. Some of the key findings from the report include:
- Consumers are purchasing apparel using their smartphones. Roughly 30% of survey respondents said that they have bought clothing using their smartphones. Shoppers who have either downloaded mobile apps from their favorite brands, follow brands on social media, or have signed up to receive mobile alerts tend to buy clothing with their smartphones even more frequently (north of 50%).
- Nearly 1 in 4 consumers follow their favorite clothing brands on social media. When it comes to other digital marketing channels, 1 in 5 have signed up for email newsletters, and a significant number have also downloaded mobile apps (18%) or signed up for mobile alerts from their favorite apparel brands (16%).
- Corporate social responsibility is increasingly important to American consumers. 1 in 3 say they are more likely to shop with apparel brands and retailers that promote social responsibility – specifically, companies that proactively provide better wages and employee benefits, and which promote gender equality and diversity in their hiring practices.
- Abercrombie & Fitch, American Eagle Outfitters, and Forever 21 are the preferred apparel brands amongst younger consumers (18 – 24). On the flip side, those in the 55 – 64 year old age group prefer American Apparel and Old Navy.
“The most exciting finding in the study for marketers is the number of consumers who said that they’ve made purchases using smartphones,” said Jordan Cohen, chief marketing officer, Fluent. “Mobile shopping appears to have finally turned a corner, and brands who have adopted a ‘mobile-first’ approach to both their marketing and shopping experiences are beginning to see their efforts pay off.”
Cohen will moderate a roundtable at the Summit on Thursday, July 30th at 2:40pm PST titled “The Future of Customer Acquisition: People-based Marketing”. The roundtable will feature a discussion about the core principles of people-based marketing, highlight best practices for identifying – and targeting – consumers who fit brands’ “most valuable customer” profile, and offer concrete tips and tactics for driving growth through large scale email subscriber and customer acquisition campaigns.
As a Silver Sponsor, Fluent will also have a kiosk at the event, where it will have hard copies of the “Consumer Pulse: Apparel Shopping” report available at no cost to all Summit attendees. The report is also available for download here.
About Fluent’s “Consumer Pulse: Apparel Shopping” Report
The “Consumer Pulse: Apparel Shopping” survey was conducted online within the United States by Fluent, Inc. from July 17-20, 2015 among 1,670 American adults (aged 18-65+). Respondents were randomly selected, and the findings are at a 99% confidence level with a margin of error of +/- 3.5%. Fluent’s proprietary ad serving technology includes a real-time survey module that was used to facilitate the data collection for this study.
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Fluent is the industry leader in customer acquisition. The company’s proprietary ad serving technology and its extensive publisher network enable marketers to acquire their best customers, with precision, at a massive scale. Leveraging big data and real-time interaction with consumers, Fluent has powered billions of profitable marketing opt-ins and other actions on behalf of more than 500 leading brands and direct marketers. The company is privately held and based in New York City. To find out more, visit http://fluentinc.wpengine.com.