Survey of 7,000 consumers reveals that Digital Divas control more
than two-thirds of fashion purchasing power
Inc. (NYSE: DWRE), a leader in on-demand
ecommerce, and the
Terry J. Lundgren Center for Retailing at the University of Arizona
today released the results from a new survey
of 7,000 consumers across the US, UK, France and Germany that
uncovers an emerging and valuable consumer segment. Research shows that
this segment, coined Digital Divas, are digitally engaged and
fashionable consumers that leverage an average of 3.7 technologies while
shopping (versus an average of less than one technology by non-divas).
While they comprise only 22 percent of fashion buyers, Digital Divas
represent 69 percent of all fashion spending.
Infographic revealing results from a survey of 7,000 consumers across the US, UK, France and Germany that uncovers an emerging and valuable consumer segment - The Digital Divas. Who are they and why should retailers care? (Photo: Business Wire)
The research shows that Digital Divas - split almost evenly between 53
percent women and 47 percent men - are five times more likely than
non-divas to influence their social networks by sharing, informing,
educating, and advising. They command significant influenced spend (40
percent) beyond their direct spend (29 percent) and have become the
epicenter of brand success. Analysis also revealed that Digital Divas
Omni-Channel: They visit an average of 3.4 destinations during
their journey, primarily shopping at physical retail stores (70%) and
retailer websites (51%).
Mobile: They are twice as likely to use mobile devices while
shopping in stores than non-divas - giving them both access and
inclinations to not only communicate, but also shop on the move.
Informed: They are information omnivores, seeking out and
devouring content from an average of 3.5 sources before purchase.
"It's clear from our research that while Digital Divas are a small group
of consumers, they have significant purchasing power and are extremely
influential within their social networks - both online and in person,"
said Dr. Anita Bhappu, PetSmart Professor of Retailing & Consumer
Sciences at the University of Arizona. "They are both sophisticated and
vocal shoppers, so it's important that retailers attend to them."
"Retailers can't ignore exponential value that Digital Divas represent,"
said Rob Garf, Vice President of Product and Solutions Marketing at
Demandware. "To address their needs, it is imperative that retailers
establish a digital backbone to enable seamless and consistent
experiences for these digitally savvy consumers."
Download the Report: To learn more about these Digital Divas
and what retailers need to do to serve this new customer segment,
download the full report, "Who
Are Digital Divas and Why Should Retailers Care?"
Register for the Webinar: Join
Anita Bhappu, Ph.D., The University of Arizona, and Rob Garf, Vice
President of Product and Solutions Marketing, Demandware, for a live
webinar on Tuesday, February 19th at 1:00 p.m. EST.
Attend the Conference: The
Global Retailing Conference 2013 of the University of Arizona's Terry
J. Lundgren Center for Retailing. April 11-12, Loews Ventana Canyon,
View and Share the Infographic: Who
are Digital Divas and Why Do They Matter?
The University of Arizona and Demandware partnered to better understand
fashion consumers in the changing face of retail. Survey data was
collected from representative online panels in the US, UK, France and
Germany during the fall of 2012. Qualified respondents were primary
household shoppers of fashion products (apparel, footwear, and
accessories) ages 18 years or older who had made a fashion purchase in
the past three months. The survey sample included a total of 7413
respondents, 3506 in the US, 1433 in the UK, 1380 in Germany, and 1094
About the Terry J. Lundgren Center for Retailing
The Terry J. Lundgren Center for Retailing is part of the University of
Arizona's John and Doris Norton School of Family and Consumer Sciences.
It brings together the resources and expertise of academia and the
retail industry, with a shared goal of developing strong future retail
professionals. It is considered one of the top retail business programs
in the country. About 500 students currently are enrolled in classes and
Demandware (NYSE: DWRE) is a leading provider of software-as-a-service
(SaaS) ecommerce solutions that enable companies to easily design,
implement and manage their own customized ecommerce sites, including
websites, mobile applications and other digital storefronts. Customers
use our highly scalable and integrated Demandware Commerce platform to
more easily launch and manage multiple ecommerce sites, initiate
marketing campaigns more quickly, and improve ecommerce traffic. For
more information about Demandware, visit www.demandware.com,
call 1-888-553-9216 or email email@example.com.
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Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20130108005552/en/
Christine Major, 603-743-4534