2. Mobile Trends In a new eMarketer study, “Beauty and the Tablet: Creating New Ways for Beauty Consumers to Try and Buy,” we’rereminded just how big of an opportunity the beauty category is. Here are a few interesting insights:2TOPMOBILE&TABLETACTIVITY–WEEKENDING6/7/2013– Women are adopting tablets at a faster rate than men. And beauty brands thatoptimize sites for tablets are attracting highly engaged and loyal brand consumers.– Beauty brands benefit from video content, which can showcase products and providetutorials.– Beauty products are among the most frequent items “mobile moms” will research orshop for from their tablets.– Beauty consumers are especially attracted to tools— whether on tablet-optimizedsites or within apps— that act as beauty consultants.– Clinique uses dedicated iPads in department stores to act as the first line ofinteraction with consumers.– Sephora incorporated a virtual mirror into its iPad app, bringing the expertise of in-store beauty assistants to customers’ homes. Clients could endlessly experimentwith looks and make purchases from the app.
3. Mobile Trends (cont.) Mobile social rich media delivers 4x higher engagement rates, according to a new report from Celtra.– Mobile rich media ads on social networks have a 16 times higher ad journey completion rate, a two times longer adengagement time, a three times higher video play rate and four times higher social media share rate. Unnamed sources have supplied several leading publications with information purporting to show that theNational Security Agency (NSA) and FBI have for the last six years been mining information from the servers ofsome of the world’s biggest Internet companies.– Microsoft, Yahoo, Google, Facebook, AOL, Skype, YouTube, and Apple are all reported to be part of PRISM, a top secretdomestic surveillance program that allows the government agencies to collect information “including search history, thecontent of emails, file transfers and live chats.” Most have denied their involvement.3TOPMOBILE&TABLETACTIVITY–WEEKENDING6/7/2013