Spas and Salons Need to Get Social: Younger Demographics Influenced by Social Media

37% of 18 to 24 Year Olds Influenced by Social Networks When Choosing Hair Salon, Day Spa

WESTERVILLE, Ohio--()--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:

  • Currently, only 3% of consumers prefer to schedule hair and spa appointments online
  • 34.3% of African Americans say a sports sponsorship is an important factor in their choice of a hair salon/barber or day spa
  • In addition to quality, cleanliness, price and location are top factors in salon/spa selection

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 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.


Ad-ology Research
Michelle O’Brien, 614-794-0500 ext. 100


Ad-ology Research
Michelle O’Brien, 614-794-0500 ext. 100