Welcome to The Signal – a column from Neudata that curates the latest, interesting data vendor research on market trends. Each link below highlights a research study or report released by a data provider, in which they analyse their own data in conjunction with this month's relevant market headlines.

In our July edition, we analyse Amazon sales during Prime Day, explore post-pandemic commuting trends, and look at the popular categories within consumer spending.

Prime Day took 88% of market share among competing sales from Walmart, Target, Best Buy, and Kohl’s.
Amazon Prime Day leads the way in e-commerce sales, according to data from Edison Trends. The platform saw $5.6+bn in sales within the first 24 hours of Prime Day on June 21st. Despite competitors hosting their own sales, Amazon obtained 88% of online consumer spending compared to Walmart at 5%, Best Buy at 4%, Target at 3%, and Kohl's at 1%.
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Commuters Say ‘No’ to Monday Morning Travel
Flexible working is now the new normal and commuters are choosing to travel to the office more frequently on Fridays, as opposed to Mondays. The end of the week is almost 50% busier than the start of the week, as reported by Huq Industries. Despite the increase in commuting traffic, overall train usage during peak times remains lower than pre-pandemic levels.
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Global App Spending Approached $65 Billion in the First Half of 2021
Consumer spending among mobile apps has increased by 24.8% since 2020. Sensor Tower observed that the highest grossing non-gaming app was TikTok, with an estimated consumer spend of $920m. This was followed by YouTube at $564.7m, and Tinder at $520.3m.
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Beauty Glamming Up As Going Out Resumes
With COVID-19 restrictions being lifted in both the UK and US, more shoppers are interested in ‘glamming up’, according to data from Consumer Edge. The UK saw 3% growth in offline beauty sales, whilst the US experienced a 17% growth during 2Q21. The beauty brand stores that are currently taking the lead in the UK and the US are Superdrug and ULTA, respectively.
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Ecommerce Health & Wellness Spotlight
A report from 1010data recorded 68% YOY growth in the online sales of vitamins and supplements from 2020. It appears that consumers are taking a more proactive approach to their health and the three most popular keyword searches were Probiotics, Vitamin C and Vitamin D.
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