WESTERVILLE, Ohio--(BUSINESS WIRE)--Fifty-seven percent of 18 to 24 year olds and 48.5% of 25 to 34 year olds say social media influenced their choice of a hair salon/barber or day spa, according to Ad-ology Research.
Across all demographics, online media had the most impact, with local Web sites (28.8%) and online Yellow Pages (22.3%) ranking as the most influential. Direct mail and newspapers were the top-ranked traditional media types.
“The younger crowd wants the latest styles, but they also want to go somewhere popular, somewhere their friends go,” said C. Lee Smith, president and CEO of Ad-ology Research. “Salons and spas need to get active online since chatter on social networks and positive comments can attract these young potential customers,” Smith said.
Other key findings:
The Media Influence on Consumer Choice survey is conducted throughout the year by Ad-ology Research to study online, traditional, and social media influence on buying decisions.
The Media Influence on Consumer Choice: Hair & Spa Services report is available for purchase and immediate download through Ad-ology.net. The report includes 26 data charts, consumer-spending estimates by market, and additional marketing insights.
About Ad-ology Research
Ad-ology Research analyzes key marketing and advertising trends in over 400 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. - a Westerville, Ohio firm founded in 1989.
Ad-ology Research surveyed an online consumer panel of 1,213 adults in a manner that is 98% representative of the adult population of the United States from January 5-8, 2009. The margin of error for this survey is +/- 2.2 percentage points.
Editor’s Note: The Ad-ology trade name should be hyphenated in all printed references.