#研究分享#【你会否在网上购买化妆品吗?】

#研究分享#【你会否在网上购买化妆品吗?】eMarketer指出:1)65%的美国受访者从来不在线上购买化妆品或个人美容用品,31%的人较多使用笔记本型或桌上电脑进行网购;2)受访的美国网民最喜欢购买的头三位:机票、旅游与酒店、衣饰,而加拿大人则包括活动门票、机票、旅游与酒店。http://www.looooker.com/archives/10200

原文标题:Cosmetics Shoppers Don"t Find Digital Attractive:Nearly two-thirds of internet users have never purchased cosmetics, grooming products digitally

Consumers still choose brick-and-mortar locations when they want to get pretty. According to a June 2014 study by Harris Interactive, 57% of US internet users said they preferred purchasing cosmetics and personal grooming items, such as makeup, shaving products and facial cleansers, in-store. Meanwhile, just 12% favored digital channels for buying such products, and 21% had no preference.

It comes as no surprise, then, that 65% of internet users had never purchased cosmetics or personal grooming products digitally. Those who did venture online to beautify themselves were most likely to use a laptop or desktop computer, cited by 31% of respondents as the devices they used to make such digital purchases. Mobile hadn’t arrived on the scene yet: Just 5% of respondents used a tablet to buy cosmetics and grooming items, and 4% said the same about smartphones.

Even among digital buyers, cosmetics and personal care items aren’t a huge hit. One-third of US digital buyers had bought products in this category in the three months leading up to March 2014 polling by UPScomScore and the e-tailing group. In comparison, 57% cited first-place books, music and movies, and No. 2 apparel grabbed 56% of respondents.

Results from a March 2014 study by Nielsen didn’t offer a huge amount of hope. When asked about the products they planned to purchase digitally in the next six months, 22% of US internet users cited cosmetics—the second-lowest response.

来源:emarketer

链接:http://www.emarketer.com/Article.aspx?R=1011194

 


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