Utakata Co., Ltd.
Results show that 91% of Generation Z collects beauty information on SNS! The most used SNS is “Instagram”
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Utakata Co., Ltd. (https://utakata.co.jp/), which operates short video SNS and casts influencers, targeted 157 men and women of Generation Z (born between 1996 and 2012) about the beauty We would like to inform you that we have conducted a survey regarding the media used to obtain information.
Survey overview
Survey period: April 15, 2024 to April 29, 2024
Survey method: Internet survey
Number of respondents: 157 people
*When quoting the results of this survey or images, please be sure to include the site URL (https://utakata.co.jp/) as the source. (nofollow attribute not possible)
91% of Generation Z use SNS to get beauty information! The most used is “Instagram”
When asked, “What medium do you use most to get beauty information?”, 37.6% said “Instagram,” 22.3% said “YouTube,” 15.9% said “X
(Twitter),” and TikTok said The answer was 15.3%.
[Image 1: https://prtimes.jp/i/143920/1/resize/d143920-1-035343b9470bbc7afabe-0.png&s3=143920-1-75edd7ae911f9eb554cc119d6678deea-1024×768.png ]
1st place: Instagram
・There are also accounts that provide comparative reviews of various products, so you can find out which products are right for you. – You can easily get the information you want by searching for hashtags. ・If you follow your favorite celebrity, that celebrity may post beauty information with photos, which makes it easier to understand. 2nd place: YouTube
– Review videos are the most popular medium, and there are both short and long videos, so there is always something you want to watch. ・You can double the speed of videos, so you can quickly see the information you want to know.
・I want to hear the specific experiences and changes from people who have used it.
3rd place: X (Twitter)
・Instagram has a lot of posts about PR, etc., but X has many accounts that post real-life experiences and disadvantages of treatments, etc., which can be helpful.
・I prefer text-based information media.
4th place: TikTok
・Even if you don’t look into it yourself, it will come out on its own. ・There are many things you can see in videos and honest reviews. When purchasing beauty products, word of mouth and reviews are most referred to by review sites and apps such as @cosme.
When asked, “Which medium do you most refer to for word of mouth and reviews when purchasing beauty products?”, 28.0% said “review sites/apps such as @cosme,” 19.1% said “YouTube,” and 19.1% said “YouTube.” 15.9% said “Instagram” and 14.6% said “reviews of the e-commerce site where they purchase.”
[Image 2: https://prtimes.jp/i/143920/1/resize/d143920-1-d2fa1f69060e25561209-1.png&s3=143920-1-a459bceaa804bfee6e6e08c5b8d70e63-1024×768.png ]
1st place: Review sites/apps such as @cosme
・Check out the review sites for things you find interesting on SNS. If you only use SNS, there are many PR products and you won’t be able to see the bad reviews.
・It’s easier to find reviews about specific products if you use a specialized app.
・I think ordinary people have more honest opinions than influencers. 2nd place: YouTube
・The video explanation makes it easy to stop and understand. ・It would be much easier to understand if you could show me how to use it and the texture in a video.
3rd place: Instagram
・Because it is the most used app by the younger generation.
・The opinions of other users in the comments section of beauty accounts are helpful.
4th place: Review of the EC site where you purchase
・Reviews from people who have actually purchased the product seem to be the most reliable.
・I feel like SNS is the most reliable because it sometimes includes Sakura. [Summary] Generation Z collects beauty information on SNS, and when they decide on a product they want to purchase, they check reviews on word-of-mouth sites such as @Cosme before purchasing.
In this survey, Generation Z gathers beauty information on SNS, which has a large number of users and is also disseminated by influencers, and checks reviews on anonymous and reliable review sites such as @cosme before purchasing products. I found out that there are many cases where this happens.
Additionally, many people use YouTube both to gather information and check reviews before making a purchase, making it an indispensable part of Gen Z’s beauty routine.
*When quoting the results of this survey or images, please be sure to include the site URL (https://utakata.co.jp/) as the source. (nofollow attribute not possible)
■About Utakata Co., Ltd.
Our company is a marketing company specializing in short video SNS, with the participation of elite people active in various marketing fields. We take a well-balanced approach from both quantitative and qualitative aspects.
We suppress trends that appear and disappear in an instant, like bubbles, and provide marketing support that is always in tune with the times. If you are a company that is having trouble operating short video SNS or casting influencers, please contact us.
Company website: ( https://utakata.co.jp/ )
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