STYLIST
Stylist
- 70 billion apps will be downloaded this year’ 10
for every person on earth. Last year Android 54% of the market to Apple’s 34%
DRAPERS
May 2013- only 11% of 25-34 year
olds do not buy clothing online.
September 2013 Drapers Multi Chanel Report - 24% of men prefer to buy online
September 2013 Drapers Multi Chanel Report - 24% of men prefer to buy online
MINTEL
Smartphone Purchasing Habits - UK - November 2012
http://academic.mintel.com/display/645342/?highlight=true#hit1 - accessed 23/11/13
I found the below table interesting as an overview ans to what people purchase from a smart phone. Interestingly travel tickets were purchased more than clothing!
Almost half (49%) of all smartphone owners have purchased products or services via this device within the last 12 months, which equates to 30% of all consumers.
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Thinking about what you have bought via a smartphone, what is the maximum amount you have spent on an individual purchase in the last 12 months?”
I found the above table chart really interesting as the report notes that people tend to only make small purchases via mobile. This is something to bear in mind when making sale predictions for the LOWDOWN app. £10-24.99 was the most selected amount.
“Have any of the following factors ever stopped you from purchasing via your smartphone?”
The above is also really note worthy, although purchases won't directly be made from LOWDOWN it's important to note that ease of use has a huge factor when converting a consumer to make a purchase
The report also notes that 'When it comes to online shopping, mobile may not always be the first choice for consumers, or the channel retailers consider building a campaign around. Yet even without any real incentive, consumers appear to be buying products and services via this channel due to habit and convenience.'
This means that without huge incentive consumers will still purchase via mobile, as the chart above shows discounts are fairly important to consumers.
Figure 12: Personal ownership of smartphones and basic mobile phones, by age, September 2012
The above charts from the report are really key when looking at the ASOS target consumer, table 1 shows that smartphone ownership is still increasing and that the highest demographic of smart phone users are 16-24 year olds which is right in the middle of ASOS's target market. Again positive figures for the app launch.
The report also notes that Most popular products/services purchased via a smartphone, by demographics, September 2012 Base: 1,231 internet users aged 16+ who personally own a smartphone -
Clothing accounted for 14% of women purchases and 12% for males. I find this really intersting as I thought the gop would have been much bigger! It shows that clothing in the male sector via apps is only 2% behind the female sector, a really positive stat.
I found the above table chart really interesting as the report notes that people tend to only make small purchases via mobile. This is something to bear in mind when making sale predictions for the LOWDOWN app. £10-24.99 was the most selected amount.
“Have any of the following factors ever stopped you from purchasing via your smartphone?”
The report also notes that 'When it comes to online shopping, mobile may not always be the first choice for consumers, or the channel retailers consider building a campaign around. Yet even without any real incentive, consumers appear to be buying products and services via this channel due to habit and convenience.'
This means that without huge incentive consumers will still purchase via mobile, as the chart above shows discounts are fairly important to consumers.
Figure 11: Smartphone ownership, Jan 2011-Sep 2012
Base:
2,000 adult internet users aged 16+
Base: 2,000 adult internet users aged 16+
The report also notes that Most popular products/services purchased via a smartphone, by demographics, September 2012 Base: 1,231 internet users aged 16+ who personally own a smartphone -
Clothing accounted for 14% of women purchases and 12% for males. I find this really intersting as I thought the gop would have been much bigger! It shows that clothing in the male sector via apps is only 2% behind the female sector, a really positive stat.
Mintel Fashion Online UK 2012 Report
http://academic.mintel.com/display/616143/?highlight=true#hit1
- · Interesting points 74% off all internet users have purchases clothes online.
- · Steady declined in shopping on the highstreet
- The report below also shows that a higher percentage of women shop on ASOS. A gap I'm hoping LOWDWON will decrease.
The popularity of Asos peaks among 16-24s (24%), full-time students
(21%) and those living in Inner and Greater London (16%). This reflects the
etailer’s strong focus on young, on-the-pulse fashion at affordable price
points.
Although only one in ten consumers say they frequently use their
smartphones or tablet devices to browse for or buy clothing online, this
doubles to more than a fifth (21%) of 15-24s. Youths are also twice as likely
as the average (11% compared to 5% average) to use platforms such as Facebook and Twitter to find out about or purchase
from fashion brands and retailers. M-commerce, although still relatively new to
the fashion market, is expanding at a rapid pace and looks set to be the future
of the fashion retail industry.
Mintel Marketing to Men - UK - January 2011
- More than 70% of men watch news programmes, movies and documentaries regularly; 65% watch entertainment shows and 64% watch sports programmes.
- Interest-specific magazines (eg film, music, sport etc.) receive the highest male readership and are regularly read by nearly a third of men (27%).
- Popular tabloid readers take top spot both in daily (42%) and Sunday (30%) newspaper readership. Broadsheet readers are in second place with 29% for Sunday and 33% for daily readership. The single most popular daily newspaper title is The Sun (30%) and News of the World (21%) for Sunday.
- Out of men who watch entertainment programmes regularly, 82% watch comedy shows, with Have I Got News For You (53%) andHarry Hill’s TV Burp (48%) earning top spots. Three quarters (73%) give preference to reality shows, such as The X Factor (with 50%). Game shows are the next most popular category with 63% of men watching shows like Deal or No Deal (33%) and The Cube(28%) on a regular basis.
- Back to the Future (75%), Avatar (70%) and Inception (68%) are the top movies that men indicated they saw and enjoyed or haven’t seen but would like to see. Toy Story 3 (64%), Shrek Forever After (63%) and Harry Potter and the Deathly Hallows: Part 1 (63%) closely follow.
- The number one favourite movie of all time is Star Wars, followed by The Lord of the Rings, and The Shawshank Redemption in third place. Titanic, The Godfather, Avatar and Gladiator were also mentioned a fair number times.
- Overall, 88% of men are involved in any type of sport, while 42% are involved in some kind of team sport. Walking (for exercise) and swimming are particularly popular, with 68% and 52% of men respectively doing these types of exercise at least a few times in the past year. In general, Mr Exuberant is particularly keen on doing sports (95%), while Mr Passive is the least likely to do sports (82%).
- Eating out in restaurants (86%) and drinking in pubs and bars (77%) are the top leisure activities. Going to the cinema, playing video games and doing DIY/home improvement take second place with around 60% of men, and tending a garden follows closely with 53% of men.
- Personal care and grooming products are relatively unimportant to men, however, the majority of men in every typology agree they always try to leave the house looking presentable (77%) and that it’s important for them to appear well groomed (64%). Therefore, it’s clear the market for men’s personal care exists and there is an opportunity to attract a larger share of male consumers but when marketing to men it’s important to simplify the message and make the packaging of their grooming/personal care products as no-frills as possible in order to appeal to an average male.
- Overall, 89% of men ate a sit-down meal in a restaurant in the past three months. Pub restaurants and bars (50%), as well as burger/fried chicken joints such as McDonald’s and KFC, (48%) and fish and chip shops (41%), are the top places where men enjoy eating in, while ethnic places (other than Indian, Chinese and Italian – 12%) and vegetarian places (5%) are the least popular among men in our study.
The above bullet points were some really interesting points I came across in the Marketing to Men report. In terms of newspaper readership, gaming, eating, sport, film and tv it was really great to get an insight into what males preferences are. This information is really great to have to ensure the app is featuring content relevant to the male market. However the age demographic needs to be considered and the content still needs to be relevant to the ASOS target consumer and not just men in general
Mobile
Phone Apps' Report October 2013 app market grows 59% year on year
•Over
a quarter of consumers who have downloaded an app to their phone
use apps multiple times a day.
•41%
of people surveyed said that if there was a discount for ordering through the
app it would encourage them to purchase, other important factors were high
quality images/photos and that the app easy to use
•Mintel' UK E-commerce July 2013' – Most popular activities normally undertaken on a
tablet were web browsing, video clips, music and web based games.
VERDICT
•Menswear Market 2013
-over the last 10 years menswear has been the second worst performing category in clothing
-over the last 10 years menswear has been the second worst performing category in clothing
-They do however expect growth in
2014 and 2015.
-Their recommendation for menswear
is to invest in multichannel, whether it be via tablet apps or social media
THE BUSINESS OF FASHION
http://www.businessoffashion.com/2012/11/fashion-2-0-the-next-chapter-of-content-and-commerce-integration.html - accessed 21/11/13
Vikram makes some really noteworthy points in this article. The last section 'THE STORE IS EVERYWHERE' is really interesting. The points raised about the store not being on one mobile site or app is really interesting. I think it's key that any product featured on LOWDOWN content/images/videos etc is linked back to the site to assist customers in making purchases
THE DRUM
http://www.thedrum.com/news/2013/10/23/asos-continue-mobile-app-development-strategic-markets-it-reveals-growth-71-million
accessed 14/10/2013 accessed 24/10/13
This is a really positive article that I came across on The
Drum website. It shows that ASOS has 7.1 million active users and that their
focus for the next year is to develop apps – good news for the proposed Lowdown
app!
APPS WORLD
This was a really interesting article I came
across while researching App conferences is in London. I thought the ‘5 reasons
why you need to be at Apps World’ section really interesting. Especially that
there are 6.8 billion mobile subscribers which is 87% of the population
worldwide! This is a mind boggling stat
E-CONSULTANCY
I came across this interesting article today around the new
ASOS Android app. The high praises for their apps, this is something to note
that the ‘Low Down’ app needs to continue to meet these high expectations. Consistency is key!
TECH HIVE
http://www.techhive.com/article/199243/a_brief_history_of_smartphones.html - accessed 21/11/13
This article I cam across was really interesting - it briefly gives an overview of the history of smart phones/tablets which is core to the project. A really interesting fact is that the introduction of smart phones was technically back in 1993! Way earlier than I has previously thought, however it is only since 2007 with the launch of the iPhone and other ‘smart’ phones that mobile commerce has really taken off.
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