Research shows only 21% of women buy their health and beauty products online despite the growing popularity of internet shopping
Latest research by YouGov SixthSense has found that despite the growth of online shopping, the majority of British women still buy health and beauty products offline; just under a quarter of women (21%) buy online compared to 89% who buy in-store. Other outlets included: a salon (6%) and catalogues (6%), and just 3% purchasing health and beauty goods from shopping channels.
Research indicates that among those who do buy health and beauty products online, price is a major reason, with 53% of women who shop online doing so because it is cheaper. Other reasons include: finding it ‘less hassle’ (36%) and shopping online to avoid being hassled by in-store sales staff (17%).
Our research also revealed that recommendations are a key influence on purchase of health and beauty products, with just under half of women (46%) citing recommendations from friends and just under a third (32%) from family.
Social media, however, does not appear to have a large influence. Only 5% of women state that a brand’s Facebook page influences their choice when thinking about purchasing a new beauty product.
Commenting on the findings, James McCoy, YouGov SixthSense Research Director said, ‘Despite the growing popularity of internet shopping, the majority of women still want to explore, access, and test products before they buy. Retailers on the high street do not need to be too concerned about the threat from online, however, peer recommendation can be a powerful tool if used in the right way, especially through social media sites, such as Facebook and Twitter.’
For more information please contact the YouGov press office via email or call us on +44(0)20 7012 6015.