Article in eMarketer
Getting inspired about fashion on mobile phones does not typically lead to a mobile purchase, according to August 2016 research. It’s more likely to send users looking for brick-and-mortar stores.
US mobile phone users’ No. 1 action after searching for fashion inspiration on mobile was to find out where they can buy the item in-store. And women did this more often than their male counterparts, according to an August 2016 survey from mobile commerce platform GPShopper and YouGov. Younger users—those ages 18 to 34—were also more likely to do so than those ages 35 and older.
Men and women were about equally likely to search to make the purchase via mobile web, as well as to go to a retailer’s mobile app to complete the purchase.
And even though women were 9 percentage points more likely to find out where they could buy the item in-store, men were more than twice as likely to say they actually went to a store and bought it immediately.
Younger users took most of the actions mentioned at a higher rate. For example, 29% of those ages 18 to 34 said they shared their inspiration with friends to get opinions, vs. 22% overall.
Not everyone needs fashion inspiration to begin with, though.
Most men, for example, did not think they needed help with their personal style—54% said they did not get fashion inspiration anywhere at all. Half of respondents over 55 said the same. Again, younger adults and women were the most likely to be inspired about fashion.