According to the latest report of the company TABS cosmetic consumers are tired of social networks moreover it increasingly difficult to make decisions about purchases. The report was based on research data of the American market of decorative cosmetics.
The American color cosmetics market is perhaps one of the most dynamic and innovative categories in the industry, making it an area of the market, which can give an idea about other segments of the global market and not only about the situation in the United States.
The data reflect the fact that the main consumer of cosmetic makeup products are women aged 18 to 35 years, which are also statistically the most active users of social networking platforms. This is the type of women who turn to social media for ideas, tips, inspiration and discovery of the latest innovations on the market. But not tired of these women from social networks?
You Tube, Instagram and Facebook create a flow of information that users begin to get lost in and to trademarks, advertising becomes unnecessary, which makes it to be convincing. In other words, the excessive amount of ads reduces the desire to buy this or another product.
In the study from TABS was attended by 1,000 women from United States aged from 18 to 75 years, but stresses that the majority of respondents were aged from 18 to 35 years. This group of women was reported in October 2018, they are relying less on social media platforms such as You Tube, Twitter, Facebook, Snapchat, Pinterest and Instagram to make decisions about buying cosmetics.
In fact, for the first time in three years, the period when data were collected, women reported that not so sure that social networking “very important” because the percentage of women who agree with this statement has declined from 39% to 37% compared to figures for 2017. Although the numbers still indicate that social networks are very influential in regard to making purchasing decisions, it is also one of the first concrete signs that the influence of social networks is on the decline. However, more and more American women continue to make their actual purchases through e-Commerce channels.