The ranking of sources of information in the market of fashion & beauty

In honor of International day of beauty 2018 PR Agency "Ideas & Solutions" conducted a consumer survey to find out how they get information about brands and new products in the field of fashion & beauty, and ranked the most popular communication channels.

According to the study 2018 sites (online media and E-commerce) won first place. 69 % of respondents said that they use this channel as a source of information.

"That is remarkable, last year we conducted the same study, the online media and web resources the online stores was in fourth place, and the first position is taken by word of mouth. Now this channel moved to fourth place, and sites have become the absolute leader," commented Greek Bessonova, head of fashion & beauty PR Agency "Ideas & Solutions".

Social networks, media and word of mouth have divided the second, third and fourth places with small error, using these channels get their news via 62, 60 and 60% of consumers, respectively.

"It is worth noting that in the category of word of mouth became a significant part of the bloggers. Asking clarifying questions to respondents from whom they receive information, we found that many people equate bloggers with relatives, friends and acquaintances. Due to the fact that in the minds of consumers, the blogosphere has not yet formed as a separate source of information, we intentionally did not display it in a separate channel this year – said Ellina Bessonova. – A small percentage of respondents took bloggers to category social networks and YouTube."

In 2018 noticed the sharp recovery of television ratings, 59% of respondents find out information about the innovations in the industry through this channel. "In last year's research, we combined TV and YouTube and call that category to videostream, in 2017 she was in third place. Now, if we could do the same as in the previous year, videokatrina it would not be in the first place and eclipsed sites," said Sergei Parkhomenko, managing partner of PR-Agency "Ideas & Solutions".

Audience growth YouTube also continues, but not in such a dramatic pace as TV. Last year, this video served as an information source for 23% of respondents, and now to 28%.

Distribution from the second place went to sixth, 42% of respondents find out about new products through TEXT and e-mail notifications. "Surprisingly, some people took a push notification apps on the phone to the mailing list, but despite this, mobile apps have increased over the year from 8 to 25 % — added Greek Bessonova. This year we conducted research in five markets, and none could be compared with the fashion & beauty speed from the point of view of the use of innovations in marketing communications".

The research sample is composed taking into account the representativeness of the biggest cities, gender and age of consumers. It involved 500 respondents aged from 18 to 55 years. Confidence probability (precision) of 95 %. Confidence interval (error) – plus-minus of 2.84 %.