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

4

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

5

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

6

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

7

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

8

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

9

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

10

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

11

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

12

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

13

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

14

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

15

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

16

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

17

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

18

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

19

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

20

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

21

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

22

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

23

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

25

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

26

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

27

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

28

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

29

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

32

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

33

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

34

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

35

Beauty Survey Google Users

The survey was conducted online, through a web-based interviewing process ... advertising, permission-based databases, public relations, ..... Direct mail pieces.

107KB Sizes 41 Downloads 289 Views

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