Finally, answers in the search for beauty-at least in terms of how consumers use the internet. We surveyed beauty product purchasers, and found those who use search engines are a key demographic. Compared to non-searchers, they spend more and are frequent shoppers, preferring to buy the products they like regardless of price. Because these consumers use search in every stage of the research-to-purchase process, manufacturers need to invest in branded and non-branded terms to effectively reach them.
- July 2011
Google and Compete conducted an online survey to understand the role of search in the online channel in the beauty research process. Here's what we found:
- Search was used by 36% of online beauty researchers and shoppers, making it one of the most utilized and valued resources consumers use to research and shop for beauty and personal care products.
- Searchers are more valuable than non-searchers. They are 38% more likely than non-searchers to have shopped for beaut 4 or more times in the last 3 months. They are more than 4X more likely to have spent $100 or more on their last beauty purchase.
- 83% of consumers report searching as a direct result of seeing an ad in a print magazine.
Even existing customers use search engines before making a purchase, so manufacturers need to invest in search to remain top of mind and keep existing customers loyal.