Welcome!

News Feed Item

Research by the University of Arizona and Demandware Uncovers New and Influential Shopper Segment

Demandware®, 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 ...

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 are:

  • 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.”

Learn More:

Survey Methodology

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 in France.

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 degree programs.

About Demandware

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 protected].

Connect With Us:

Demandware is a registered trademark of Demandware, Inc.

More Stories By Business Wire

Copyright © 2009 Business Wire. All rights reserved. Republication or redistribution of Business Wire content is expressly prohibited without the prior written consent of Business Wire. Business Wire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
In his session at 20th Cloud Expo, Mike Johnston, an infrastructure engineer at Supergiant.io, discussed how to use Kubernetes to set up a SaaS infrastructure for your business. Mike Johnston is an infrastructure engineer at Supergiant.io with over 12 years of experience designing, deploying, and maintaining server and workstation infrastructure at all scales. He has experience with brick and mortar data centers as well as cloud providers like Digital Ocean, Amazon Web Services, and Rackspace. H...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
"The Striim platform is a full end-to-end streaming integration and analytics platform that is middleware that covers a lot of different use cases," explained Steve Wilkes, Founder and CTO at Striim, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
Everything run by electricity will eventually be connected to the Internet. Get ahead of the Internet of Things revolution and join Akvelon expert and IoT industry leader, Sergey Grebnov, in his session at @ThingsExpo, for an educational dive into the world of managing your home, workplace and all the devices they contain with the power of machine-based AI and intelligent Bot services for a completely streamlined experience.
With tough new regulations coming to Europe on data privacy in May 2018, Calligo will explain why in reality the effect is global and transforms how you consider critical data. EU GDPR fundamentally rewrites the rules for cloud, Big Data and IoT. In his session at 21st Cloud Expo, Adam Ryan, Vice President and General Manager EMEA at Calligo, will examine the regulations and provide insight on how it affects technology, challenges the established rules and will usher in new levels of diligence...
SYS-CON Events announced today that Calligo has been named “Bronze Sponsor” of SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo is an innovative cloud service provider offering mid-sized companies the highest levels of data privacy. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalized support service from its globally located cloud platfor...
SYS-CON Events announced today that Calligo, an innovative cloud service provider offering mid-sized companies the highest levels of data privacy and security, has been named "Bronze Sponsor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Calligo offers unparalleled application performance guarantees, commercial flexibility and a personalised support service from its globally located cloud plat...
What sort of WebRTC based applications can we expect to see over the next year and beyond? One way to predict development trends is to see what sorts of applications startups are building. In his session at @ThingsExpo, Arin Sime, founder of WebRTC.ventures, discussed the current and likely future trends in WebRTC application development based on real requests for custom applications from real customers, as well as other public sources of information.
FinTechs use the cloud to operate at the speed and scale of digital financial activity, but are often hindered by the complexity of managing security and compliance in the cloud. In his session at 20th Cloud Expo, Sesh Murthy, co-founder and CTO of Cloud Raxak, showed how proactive and automated cloud security enables FinTechs to leverage the cloud to achieve their business goals. Through business-driven cloud security, FinTechs can speed time-to-market, diminish risk and costs, maintain continu...
SYS-CON Events announced today that SkyScale will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SkyScale is a world-class provider of cloud-based, ultra-fast multi-GPU hardware platforms for lease to customers desiring the fastest performance available as a service anywhere in the world. SkyScale builds, configures, and manages dedicated systems strategically located in maximum-securit...
21st International Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Me...
SYS-CON Events announced today that DXWorldExpo has been named “Global Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Digital Transformation is the key issue driving the global enterprise IT business. Digital Transformation is most prominent among Global 2000 enterprises and government institutions.
SYS-CON Events announced today that Datera, that offers a radically new data management architecture, has been named "Exhibitor" of SYS-CON's 21st International Cloud Expo ®, which will take place on Oct 31 - Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Datera is transforming the traditional datacenter model through modern cloud simplicity. The technology industry is at another major inflection point. The rise of mobile, the Internet of Things, data storage and Big...
"With Digital Experience Monitoring what used to be a simple visit to a web page has exploded into app on phones, data from social media feeds, competitive benchmarking - these are all components that are only available because of some type of digital asset," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at DevOps Summit at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.
"Outscale was founded in 2010, is based in France, is a strategic partner to Dassault Systémes and has done quite a bit of work with divisions of Dassault," explained Jackie Funk, Digital Marketing exec at Outscale, in this SYS-CON.tv interview at 20th Cloud Expo, held June 6-8, 2017, at the Javits Center in New York City, NY.