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Leading U.S. online beauty shopper information sources 2018-2020

In 2018, 54 percent of consumers in the United States were getting their beauty-related information from search engines. However, in 2020 this share has dropped to 36 percent. Additionally, only 13 percent of U.S. shoppers in 2018 retrieved beauty information from YouTube, while in 2020 almost a third of online shoppers used the video platform for gathering beauty product information.

Most popular online sources for online beauty shoppers in the United States in 2018 and 2020

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Release date

August 2020


United States

Survey time period

July 2018 and April 2020

Special properties

July 2018 n = 1,132; April 2020 n = 1,207

Supplementary notes

¹ e.g.,
² e.g.,,,, etc

Original question: When you conduct online research in the beauty / grooming category, which of the following do you use?

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Statistics on "Internet usage in the United States"

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