Online reviews, demo videos strongly influence heavy buyers’ cosmetics purchase decisions
Shelton, CT – November 28, 2017 – Women who buy 10 or more types of cosmetics products annually (defined as heavy buyers) say online reviews are now more important than saving money when it comes to making purchasing decisions, according to TABS Analytics’ Fourth Annual Cosmetics Study. According to the study, 52 percent of heavy buyers are influenced by online reviews, but only 49 percent like to shop at cosmetics stores with good deals. Deal preference among heavy buyers dropped 11 percentage points from 60 percent in 2016 to 49 percent this year. But for light buyers (who annually buy 1-4 types of products) deal preference remains strong (42 percent) compared to online reviews (17 percent). For medium buyers (5-9 types purchased), deal preference (48 percent) also tops online reviews (25 percent).