Google Insights - Five Truths of Beauty Shoppers

Five Truths of 2 Beauty Shoppers Choosing a new beauty item is a personal, tactile experience, and digital discovery provides even more opportunity for beauty shoppers to find the perfect product. Here's how they go about it. 1 Beauty shoppers Nearly half DON'T KNOW WHICH BRAND THEY'LL BUY start out undecided when they start the shopping process. ......................................... THEIR RESEARCH FOCUSES ON: 2 Beauty shoppers do their homework 77%6 75% 59% Price Quality Brand Undecided shoppers begin searching with CATEGORY TERMS and end looking for SPECIFIC BRANDS Beauty shoppers use search as the gateway to beauty knowledge TIP Get discovered: 78% of clickss on paid search ads from a category 49% CATEGORY TERMS keyword comes from shoppers who 46% SPECIFIC BRANDS have never visited that brand's site. ................................. ...... SHOPPERS USE: 4. Beauty shoppers look for TIP Be present: 55% of beauty shoppers, who saw a mobile ad 40% Read reviews featuring a beauty product searched 38% Get general product information for more information answers within 24 hours, all the time 34% 43% 36% Smartphones Tablets Compare features TIP Be relevant: shoppers are watching.. 41% Look VIDEOS 1 IN 4 discover beauty videos through search Beauty shoppers turn to video to see products come to life for more DRIVE information АCTION on products 48% Product feature videos 37% How-to videos 38% Visit a store that 37% Customer sells beauty products after watching beauty videos testimonials and thinkinsights Google Source: Google/Millward Brown Digital Beauty Study, July 2013