Overview of Beauty Survey - Google
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
Learned more about a Beauty product
Purchased a product at a retail or department store, after researching it online
Compared prices of a Beauty product
73% 67% 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%
N=196
Other 1%
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
78%
80%
70%
64%
60%
50%
40%
30%
20%
10%
0%
Skin care products Hair care products
58%
Fragrances
55%
Cosmetics
1%
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
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
82%
Google
53%
Yahoo
All Respondents N=240
30%
27%
19%
MSN Ask Jeeves AOL
10% or less
Netscape Alta Vista Lycos iWon Alltheweb Looksmart Infospace Wisenut 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
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