New Tinuiti Study Shows Men as Most Frequent Online Beauty Buyers
NEW YORK, July 9, 2019 /PRNewswire-PRWeb/ -- The beauty industry, valued at more than $93 billion in North America alone, has seen rampant innovation and disruption in recent years. The advent of online and mobile commerce, social media influence, and changing consumer trends around sustainability, wellness, and diversity have opened the door to a wealth of upstart beauty brands and new business models. To help brands map the most viable path through this changing landscape, Tinuiti asked 2,001 consumers aged 18-65 about their beauty shopping habits, including where they shop for beauty products, which devices they use when shopping online, how they discover new products and what factors drive their purchase decisions. Released today, Tinuiti's 2019 U.S. Forecast on Beauty Shopping Trends provides data and actionable insights to help beauty brands prioritize initiatives across channels and identify opportunities for growth.
"It's incredible to see gender stereotypes continue to be defied, specifically with the rise in men buying beauty products. Influencers like James Charles and Manny Mua are breaking barriers to show how both men and women can have fun with beauty products. In fact, our data showed that more men than women are shopping more frequently online for beauty and grooming products. Savvy brands are able to address this growing market through relevant content and product creation," said Dalton Dorne, CMO, Tinuiti.
While 72% of consumers prefer to shop for beauty products in-store, Amazon is making significant inroads with online beauty shoppers. In fact, when survey respondents were asked which website they prefer when shopping online, 26.6% selected Amazon - edging out Walmart, Target, Ulta, and Sephora. A closer look at the data for male shoppers ages 18-34 reveals a whopping 41% prefer Amazon.
Other key findings of the report:
-- 45% of men say they've used mobile devices to browse online while
in-store, compared with just 32% of women
-- 56% of Gen Z prefer mobile phones for beauty shopping, and twice as many
Gen Z consumers as Millennials use voice assistants
-- Nearly 45% of Gen Z beauty buyers say they pay attention to influencers,
compared with 25% for Millennials and less than 20% for shoppers aged 35
and up
-- 40% of top beauty spenders make purchases online at least monthly --
compared with 21% of respondents overall
What can brands learn from this research? While the beauty industry is notoriously cutthroat, new audiences and touchpoints give brands more opportunities to succeed. Given that Amazon is now the top destination for shoppers starting their product research -- beating out even Google -- brands must consider their strategy on the marketplace. As men make up a larger proportion of frequent beauty shoppers, beauty brands and retailers must also engage male shoppers with relevant, relatable content and buying guides.
For a full report on the study's methodology and findings, along with analysis of the results that drill down by gender and age group, please visit:
https://tinuiti.com/content/guides/2019-beauty-shopping-trends/
About Tinuiti
Tinuiti is the new name for Elite SEM and its recently acquired agencies CPC Strategy, Email Aptitude and OrionCKB. Tinuiti is a performance and data-driven digital marketing leader that helps clients Identify, Acquire, and Engage customers across the digital media ecosystem while their post-click solutions Retain and Reactivate consumers as they continue their digital journey. With expertise in Search, Social, Amazon & Marketplaces, Mobile Apps, EMail Marketing and more, every solution is built on best-in-class data and analytics, brought to life by brilliant creative execution, and powered by exceptional strategists. Clients include Bombas, BB&T, Eddie Bauer, Ethan Allen, Etsy, Jet.com, Rite Aid, Seventh Generation, The Honest Company, Tommy Bahama, Terminix, Vitamin Shoppe. For more information visit http://www.tinuiti.com.
SOURCE Tinuiti
