A new survey conducted by Greenpark found that 83% of consumers have purchased beauty care products after completing an online search. The aim of the survey was to track changes in search behavior among beauty consumers, per Greenpark.
Survey Methodology
For the survey, data from 1,300 respondents was analyzed to ensure reliable results and minimize deviations in the findings, per Greenpark. It focused on overall search usage within specific channels and the variations in search types, cross-channel usage for the same search topics and differences across demographics.
GreenPark survey reveals that 2/3 of the Gen X generation is using google search when shopping for beauty online.GreenPark
The survey was conducted in the United Kingdom, and respondents were over 18 years old (Gen Z, millennials and Gen X).
The survey shows similarly high conversions for both makeup (80%) and hair care (76%), demonstrating the power of online search as a major sales driver in the beauty and personal care industry.
The following data reflects the most used search engines by the survey respondents:
- Google 57%
- YouTube 45%
- Instagram 39%
- Facebook 35%
- TikTok 33%
The consumer insights captured reveal distinct preferences among different generations when searching for products and information. Gen Z shoppers are likely to search on TikTok (58%) and YouTube (55%).
Data from GreenPark Survey reflects how different generations use different online search channels for beauty care shopping, tutorials, reviews, and more.GreenPark
Millennials tend to use Google (55%), followed by YouTube (50%) and Instagram (48%). However, data suggests that Gen X prefers Google, with 64% choosing this platform for their searches. These trends highlight the key platforms that beauty brands should focus their marketing efforts to target each demographic.
In addition to these trends, data from the survey also shows that 47% turn to Google for information about different products. For tips and hacks, TikTok is the leading choice at 35%, followed closely by Instagram at 31%. YouTube is the preferred platform for product reviews, with 30% of users choosing it for this purpose.
The survey also reveals that 10% of all respondents are now trying AI chatbots, such as ChatGPT, for beauty-related searches, with men (15%) significantly more likely than women (6%) to engage with this technology.
Navigating the Future
As the beauty industry continues to evolve, understanding consumer behavior and preferences is crucial. By leveraging insights from online search trends, brands can optimize their marketing strategies to reach their target audience effectively. By focusing on platforms like Google, YouTube, Instagram, TikTok, and emerging AI tools, brands can drive engagement, conversions, and ultimately, business growth.
Sam Barker, head of omnichannel search and insights at Greenpark, says, “Consumer search behavior has shifted. Traditional search methods are no longer easily defined with the rise of search in social media and AI technologies. This survey is a clear signal that brands must recognize the opportunities presented by social search and cross-channel engagement.”
Barker adds, “They need to seize this evolving opportunity. Using rich audience insights from holistic search data to adapt their strategies with an omnichannel search approach, brands can capture consumers on a range of platforms leveraging the power of informative content to drive conversion. This isn’t just a trend in beauty, we are seeing a rise in omnichannel search behavior across sectors.”
