37% of 18 to 24 year olds influenced by social networks when choosing hair salon, day spa 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 Ad-ology.net. The report includes 26 data charts, consumer-spending estimates by market, and additional marketing insights.