WE Press Releases
WE Communications and YouGov “From Like to Buy” research shows women’s shopping behaviors and trends in the digital age
SEATTLE — June 15, 2016 — WE Communications, in partnership with YouGov, today announced quantitative and qualitative retail research findings uncovering female shopper attitudes and behaviors in the digital age.
With women unquestionably in control of household spending and with the rise of tech revolutionizing retail purchases, WE Communications and YouGov conducted a research study to understand what motivates women to move from a like to a buy and how brands can adapt. The data reveals shopper attitudes and behavioral shifts to help retailers turn up sales and avoid turning off customers: from barriers like social media shopping stigmas and retail app apprehension, to online buying and generational shopping shifts.
“When it comes to consumers’ online retail habits, the only constant is change. Technology has disrupted the playing field with the opportunity to innovate faster and better than ever,” said Tiffany Cook, WE executive vice president and consumer sector lead. “Only those retailers who that implement technology in an authentic and natural way for their customers — offline, online and both — will win their hearts and minds.”
Sample findings from WE’s in-depth study include:
Women simply won’t buy via social media. A shocking find is that women would rather give up sex or wearing makeup for at least a month rather than make purchases on social media. Privacy concerns and the inability to compare prices were the leading reasons women said they would be willing to make such tradeoffs. But don’t discount social media altogether; it still plays a critical role for this group when it comes to finding product deals andnavigating so many choices necessary for product discovery. Nearly 60 percent of female shoppers surveyed said they uncover new products that interest them when scrolling through social sites.
Scrap the app. While more shoppers are making their moves to mobile, there are a few surprises in store for retailers. A mere 9 percent of respondents have used a retailer’s app to make a purchase. The study shows customers want to do more than just research new products: They want to compare products and prices to see if they can find a better deal. Nearly half of respondents said they prefer using mobile websites instead of shopping apps.
Tap into the retail power of Gen X. Despite retailers shifting focus to millennials and Gen Z, the study indicates that it would be detrimental to minimize the impact of Gen X.This group wields hefty spending power, spending the most of all generations online, with an average of $500 per online purchase. Gen X also purchases relatively more at brick-and-mortar stores, creating an opportunity for brands to engage these shoppers with the highest spending power through brand loyalty and tech savviness.
The “From Like to Buy” report is WE’s second installment of retail research and is an aggregation of qualitative and quantitative research derived from the recent YouGov survey and WE’s “Romancing the Store: Reconnecting in the Empowered Shopper Era” report. The YouGov study surveyed more than 1,000 women between the ages of 18 and 65, mirroring the national U.S. female population. WE introduced its retail research during a panel event in New York City, featuring panelists Hilary Milnes, senior reporter at Glossy, Digiday’s new fashion and luxury vertical; Lorraine Sanders, host of the Spirit of 608 podcast and fashion tech journalist; Caryn Neary, founder and CEO of Bene Rialto; Liza Kindred, founder of Third Wave Fashion.
WE works with some of the most innovative companies on the planet — those focused on delivering the next big thing. We partner with clients to transform their businesses through storytelling, in many different forms. Our playground is consumer, healthcare, social innovation and technology. Our fiercely independent mindset allows us the freedom to bring together the best talent, partners and ideas to create powerful, persuasive campaigns. That’s the power of WE. Shiny accolades like Cannes Lions, Integrated Communications Agency of the Year, Digital Firm of the Year, Best Large Agency to Work For, Communications Agency of the Year, Technology Agency of the Decade and, most recently, a PRWeek Award for Best Use of Social Media/Digital adorn our offices. But it's not about us, it's about our clients, their customers, and sparking a more elemental and immersive conversation. Talk soon. http://www.we-worldwide.com.
YouGov is a leading international full-service research and consulting company and a pioneer in the use of technology to collect higher quality, in-depth data for the world's leading businesses and institutions so that they can better serve the people that sustain them. With offices throughout the US, UK, Europe, the Middle East and Asia, YouGov leverages its online sampling, research expertise and consulting experience to provide clients with sophisticated market strategy, market analytics, and survey and forecasting services.
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