Overview of Beauty Survey We surveyed a total of 300 consumers that use the web to research and/or purchase Beauty products and information •
A custom survey instrument (i.e. questionnaire) was developed to measure respondents’ use of the web, and search engines in particular, for researching and purchasing Beauty products and information
•
The survey was conducted online, through a web-based interviewing process, in May/June 2005
•
Our sample is evenly distributed across all age groups and genders
•
Respondents were recruited through a variety of methods: web advertising, permission-based databases, public relations, telephone recruitment, partner-recruited panels, and alliances with heavily trafficked portals
•
The survey was designed and administered by Media-Screen, an independent strategic market research firm, with sampling and data collection provided by GMI (Global Market Insite) 1
Use of Online for Researching and Purchasing Furniture and Home Appliances Executive Summary •
The majority of users (80%) use a search engine to learn about and/or purchase Beauty products online.
•
Search engine usage: -
77% of Google users use a search engine to learn more about a Beauty product
-
70% of Google users use a search engine to compare prices
-
50% of Google users use a search engine to purchase a product online, rather than at a retail or department store
•
82% of all respondents use Google to learn about and/or purchase Beauty products
•
The vast majority – 85% - have used a search engine to locate specific brand websites for Beauty products
•
87% of Google users say search engines are “very/somewhat important” for helping them research and/or purchase Beauty products
•
After learning about them online, 81% of Google users ultimately purchased the items offline at a department store location Source: 2Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005)
2
Online Activities in Beauty Users go online for a wide variety of Beauty-related activities; most popular: Learn more about a Beauty product (73%), Purchase (67%), and Compare prices (65%) Users 73%
Learned more about a Beauty product Purchased a product at a retail or department store, after researching it online
67%
Compared prices of a Beauty product
65%
Became aware for the first time of a new Beauty product
65%
Purchased a product online
60%
Returned to the site where you purchased a product for more product information or customer service
43% 1%
Other
N=196
0%
10%
20%
30%
40%
50%
60%
70%
80%
Have you ever done any of the following online? Please select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) 3
Types of Products Researched or Purchased Most popular types of Beauty products researched or purchased: Skin care (78%), Hair care (64%), Fragrances (58%), and Cosmetics (55%) Users
80%
78% 64%
70% 60%
58%
55%
50% 40% 30% 20% 10%
1%
0%
Skin care products
Hair care products
Fragrances
Cosmetics
Other
N=196
Which of the following types of Beauty products have you learned about and/or purchased online? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Search Engines and Beauty Products 80% of users have used a search engine to learn about and/or purchase Beauty products online All Respondents
No 20%
Yes 80%
N=300 Do you ever use a search engine (such as Google, Yahoo, AOL or Ask Jeeves) to learn about and/or purchase Beauty products online? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=300
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Popular Search Engines for Beauty Products Google is the most popular search engine for learning about and/or purchasing beauty products All Respondents 10% or less 100% 90%
N=240
82%
80%
Netscape Alta Vista
70%
Lycos
53%
60%
iWon
50% 40%
30%
30%
Alltheweb
27% 19%
Looksmart
20%
Infospace
10%
Wisenut
0%
Google
Yahoo
MSN
Ask Jeeves
AOL
Other
Which of the following search engines do you use to learn about and/or purchase a Beauty product? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=240
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Search Engine Activities in Beauty Search participates in a wide variety of Beauty-related activities; most popular: Learn more about a Beauty product (77%), Compare prices (70%), and Purchase product online (50%) Users 77%
Learn more about a Beauty product
70%
Compare prices of a Beauty product Purchase a product online, rather than at a retail or department store
50%
Purchase a product at a retail or department store, after researching it online
47% 45%
Become aware for the first time of a new Beauty product Return to the site where you purchased a product for more product information or customer service
32% 2%
Other
N=196
0%
10%
20%
30%
40%
50%
60%
70%
80%
Which of the following activities do you use a search engine to help you do? Please select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Search Engines for Finding Beauty Sites The vast majority – 85% – have used a search engine to locate specific brand websites for Beauty products Users
No 15%
Yes 85% N=196
Do you ever use a search engine to help you locate the site for a specific brand of Beauty product, such as Estée Lauder, Chanel or Christian Dior? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Search and Types of Beauty Sites Users search for specific brand sites across a variety of Beauty categories; most popular: Skin Care brands (68%), Fragrance brands (59%), Cosmetic brands (58%), and Hair Care brands (56%) Users
70%
68% 59%
60%
58%
56%
50% 40% 30% 20% 10%
2%
0%
Skin Care
N=167
Fragrance brand sites
Cosmetics brand sites
Hair Care brand sites
Other
For which of the following types of Beauty products have you used a search engine to help find the site of a specific brand of beauty product? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=167
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Searching For Cosmetics Brand Sites Users search for a variety of Cosmetics brand sites, but Clinique (67%) and Estée Lauder (59%) lead all others by a wide margin Users 67%
Clinique
59%
Estée Lauder
31%
MAC
29%
Origins
28%
Aveda
23%
Bobbi Brown
22%
Yves Saint Laurent
18%
Prescriptives
13%
Laura Mercier
N=97
10%
Stila 0%
10%
20%
30%
40%
50%
60%
70%
Which of the following Cosmetics brand sites do you use a search engine to help you find? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=97
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Searching for Fragrance Brand Sites Users search for a variety of Fragrance brand sites; most popular: Ralph Lauren (48%), Tommy Hilfiger (45%), and Estée Lauder (45%) Users 48%
Ralph Lauren Tommy Hilfiger
45%
Estée Lauder
45% 41%
Chanel
38%
L’Oreal
32%
Christian Dior
21%
Georgio Armani
19%
Donna Karan
17%
Aramis
21%
Other
N=98
0%
10%
20%
30%
40%
50%
Which of the following Fragrance brand sites do you use a search engine to help you find? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=98
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Searching for Skin Care Brand Sites Users search for a variety of Skin Care brand sites; most popular: Clinique (51%), Estée Lauder (39%), and L’Oreal (37%) Users Clinique
51%
Estée Lauder
39% 37% 35%
L’Oreal Aveda Origins
25% 22%
Chanel Prescriptives
18% 16% 14% 14% 12%
Biotherm Kiehl’s MAC Christian Dior Rodan & Fields
9% 9%
Helena Rubinstein
N=113
Other
28% 0%
10%
20%
30%
40%
50%
60%
Which of the following Skin Care brand sites do you use a search engine to help you find? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=113
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Searching for Hair Care Brand Sites Users search for a variety of Hair Care brand sites; most popular: Redken (46%), Garnier (40%), and Matrix (39%) Users 46%
Redken
40%
Garnier
39%
Matrix
36%
Aveda
34%
Clinique
16%
Kiehl’s
15%
Bumble and Bumble
14%
Kerastase
30%
Other
N=94
0%
10%
20%
30%
40%
50%
Which of the following Hair Care brand sites do you use a search engine to help you find? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=94
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Sites Used, In Addition To Search Engines In addition to search engines, 55% of users also use beauty brand sites when looking for information; 48% use portals, 43% use beauty sites Users 55%
Beauty brand sites
48%
Portal sites
43%
Beauty sites that sell a variety of brands
37%
Online pharmacies
36%
Beauty/fashion magazine websites
28%
Lifestyle sites
5%
Other
N=196
0%
10%
20%
30%
40%
50%
60%
When looking for information on Beauty products online, what kinds of sites do you normally use in addition to search engines? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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First Stop for Finding Beauty Products Search engines (39%) are the go-to online resource for finding Beauty products; portal sites are a distant second (15%) All Respondents Lifestyle sites, 2%
Other, 5%
Beauty/fashion magazine websites, 6%
Online pharmacies, 8%
Search engines 39%
Beauty sites that sell a variety of brands, 11%
Beauty brand sites, 14%
N=196 Portal sites, 15%
Including search engines, which type of online resource is your FIRST STOP for finding Beauty products online? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Importance of Search Engine 87% say search engines are “Very” or “Somewhat Important” for helping them research and/or purchase beauty products All Respondents Somewhat unimportant, 1% Neither important nor unimportant, 12%
Somewhat important 40%
Very important 47%
N=196 Overall, how important is using a search engine for helping you research and/or purchase Beauty products? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Influential Information Sources for Purchase As expected, Print (49%) and TV (46%) media are most influential resources for purchase of Beauty products; Search engines are also highly-influential (43%) Users 49%
Magazines/newspapers
46%
Television Searches on search engines
43%
Point-of-sale displays in stores
43% 23%
Direct mail pieces
12%
“Sponsored links” on search engines
N=196
Radio
8%
Banner ads
8% 0%
10%
20%
30%
40%
50%
From the list below, please select the information resources that most influence the beauty products you buy. Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Future Channel Usage 52% say they will use online/web more to learn about and/or purchase beauty products (Chart depicts percent saying "More") Users Radio 9% Direct mail pieces 15% Television 16%
Online/ web 52%
Point-of-sale displays in stores Magazines/ newspapers 17% 22%
N=196
In the future, would you say you will be using each of the following information sources “More Often,” “Less Often” or “About the Same” to learn about and/or purchase Beauty products? Select one per each row. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Frequency of Research and/or Purchase 48% research and/or purchase beauty products online regularly – at least once a month Users Once a week or more, 10% Once every 6 months or longer 10% Once every 4 to 6 months 12%
A few times a month, 24%
Once every 2 to 3 months 29%
N=196
Once a month, 14%
How often do you research and/or purchase Beauty products online? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Preferred Shopping Method 36% prefer to shop online for beauty products, while 51% prefer to shop at a department store Users Not sure 13%
Prefer to shop online 36%
Prefer to shop at a department store 51%
N=196
In general, do you prefer to shop for Beauty products online or at a department store? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Reasons For Preferring Online Users prefer shopping for Beauty products online for a variety of reasons, including: Convenience (82%) and No Sales Pressure (75%) Users 82%
More convenient
75%
No sales pressure
61%
Faster
59%
Easier to use
56%
Broader selection
45%
More information
13%
Other
N=71
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Why do you prefer shopping for Beauty products online as opposed to a department store? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=71
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Reasons for Preferring Department Stores Users prefer shopping for Beauty products in a department store primarily because they can Test / Sample products (84%) Users 84%
Can test/sample products
68%
No shipping costs
66%
Instant gratification
52%
Personal attention and/or advice
51%
Easier to return
28%
Fun and enjoyable
27%
Safer
4%
Other
N=99
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Why do you prefer shopping for Beauty products at a department store as opposed to online? Select all that apply. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=99
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Online Beauty Research, Offline Purchase 81% have purchased beauty products at a department store after learning about them online Users
No 19%
Yes 81% N=196
Have you ever gone online to learn about beauty products, but then made your purchase at a department store? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Offline Beauty Research, Online Purchase 46% have purchased beauty products online after going to a department store to test or sample them Users
No 54%
Yes 46%
N=196
Have you ever gone to a department store to test or sample beauty products, but then made your purchase online? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
24
Re-ordering Beauty Products Online 57% have re-ordered online in anticipating of running out of a product
Users
No 43%
Yes 57%
N=196
Do you ever re-order a product online when you anticipate that you are going to run out of a product in a certain time? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Automatic Refills Online 19% of have arranged for automatic refills of beauty products online Users
Yes 19%
No 81% N=196
Have you ever arranged to have your products automatically refilled online after a certain period of time? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Automatic Refills Online – Future 38% who have not automatically refilled a product online would consider doing so Users
Yes 38% No 62% N=158
Would you consider having your products automatically refilled if this option were available to you? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=158
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Average Order Size 47% spend $20 to $60 each time they order beauty products online
Users
Have never purchased online 22%
Less than $20 11%
$20 to $40 21% $60 and above 20%
$40 to $60 26% N=196
Approximately how much do you spend each time you place an order for beauty products online? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Incentives – Motivation For Shopping Online Free Shipping (47%) is the most popular incentive, followed by Price Comparison (29%) and Specific Offers (15%) Users Coupons, 3% Gift with purchase, 7%
Specific offers 15%
Free Shipping 47%
Price Comparison 29%
N=196
Which one of the following incentives motivates you the most to shop online? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Methodology and Demographics
Background and Methodology We surveyed a total of 300 consumers that use the web to research and/or purchase beauty products and services • A custom survey instrument (questionnaire) was developed to measure respondents’ use of the web, and search engines in particular, for researching and purchasing beauty products and services • The survey was conducted online, through a web-based interviewing process, in May and June 2005 • Sample consists primarily of women (80%) and represents an even mix of ages • Respondents were recruited through a variety of methods: web advertising, permission-based databases, public relations, telephone recruitment, partner-recruited panels, and alliances with heavily trafficked portals • The survey was designed and administered by Media-Screen, an independent strategic market research firm, with sample provided by GMI (Global Market Insite) Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) 31
Gender Women comprise 79% of the Google users in the sample
Users
Male 21%
Female 79% N=196
Please indicate your gender. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Age 54% of Google users are between ages of 25 and 44 Users 65+, 1% 61-64, 3% 55-60 7% 50-54 10%
18-24 15%
25-29 10%
45-49 10%
40-44 15%
30-34 14% 35-39 15%
N=196
Please indicate your age. Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Education 40% of Google users in the sample have completed some college or higher Users Completed graduate school, 8%
High school or less, 2%
Completed some graduate school, but no degree, 6% High school graduate or equivalent 19%
College graduate 26% Completed some college, but no degree 40%
N=196
What is the highest level of education you have completed? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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Household Income 42% of Google users have household incomes between $50K - $125K Users Decline to answer, 9%
$250,000 or more, 2%
Less than $15,000, 6%
$150,000 to $199,999, 3%
$15,000 to $24,999, 7% $125,000 to $149,999, 2%
$100,000 to $124,999, 4% $75,000 to $99,999 17% $50,000 to $74,999 21%
$25,000 to $34,999 17%
$35,000 to $49,999 14%
N=196
Which of the following income categories best describes your total 2004 household income before taxes? Source: 2005 Beauty Survey, conducted by Media-Screen and GMI (May/June 2005) N=196
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