Who Are the ‘Digital Divas’ and Why Are They Critical to Retail?
We all have friends who are more digitally engaged than we are and we know others who are more fashion forward than ourselves. Now, it seems, there is a group that is both — Digital Divas (DD).
A report based on a study of 7,000+ consumers from the University of Arizona and Demandware says there is a new segment of digitally engaged and fashionable consumers to be reckoned with. Sixty-four percent of these shoppers are 25-44 years old, 68 percent have kids and 71 percent are primary wage earners. Fifty-three percent are women, 47 percent men and they represent 27 percent of shoppers in the U.S. DDs are two-times as likely as average consumers to use mobile devices while shopping and five-times more likely to influence friends, family and colleagues. Their direct and influenced spend represent 69 percent of all fashion purchases in Europe and the U.S.
DDs value price and quality the most, but are also highly interested in service and a multi-channel experience. They are brand conscious and value style over function, enjoy shopping and know the trends — and they love to share experiences with those who seek and trust their advice. They utilize 3.7 technologies along their path to purchase while gathering information from 3.5 sources before they buy. And they have higher incomes than non-Divas while being more loyal to retailers.
In short, DDs would seem to be a "super group" of savvy shoppers who meet just about every criterion a retailer would want in a shopper. With above average income, engagement, influence, use of technology and social media, what else could one ask for? Perhaps they could wear badges in stores to identify their outsized influence.
- Research by the University of Arizona and Demandware Uncovers New and Influential Shopper Segment – Demandware, Inc./Enhanced Online News/Business Wire
How can retailers identify Digital Divas so they can cater to them and leverage their power to influence others? Is it best to cater to specific groups like Digital Divas, even if they are important, or strive to treat all shoppers with one high standard?