New research by Greenpark, a digital content agency, found that 83% of consumers have bought skincare products after an online search. The survey also shows high conversions for make-up (80%) and haircare (76%).
 
The consumer insights report showed platform preferences among different generations when looking for information. 
 
58% of Gen Z shoppers search in TikTok, and 55% of Gen Z look to YouTube for information. Millennials tend to search on Google (55%), followed by YouTube (50%), and Instagram (48%). Gen X showed a preference for Google with 64% of Gen X shoppers conducting research on Google.
 
Overall, Google proved to be the primary search engine, used by 57% of consumers; YouTube is rapidly growing, with 45% of respondents choosing it as their first choice. Instagram (39%), Facebook (35%) and TikTok (33%) also emerged as key players in the beauty search landscape. 
 
Sam Barker, Head of Omnichannel Search & Insights commented,
 
“Consumer search behaviour 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 recognise the opportunities presented by social search and cross-channel engagement. This isn’t just a trend in beauty, we are seeing a rise in omnichannel search behaviour across sectors.”
 
The study also revealed that consumers are looking to different search engines for different types of information. 
 
47% of people turn to Google for information about different products. For tips and hacks, TikTok is the leading platform at 35%, followed by Instagram at 31%. YouTube is the preferred platform for product reviews, with 30% of users choosing it for this purpose.
 
The survey also showed that 10% of 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.

Read Next