According to research from Phorest Salon Software, 49 percent of Americans say they chose their current hair salon based on the business’ online reviews and reputation.
While 72 percent of respondents said they searched for salons on Google, 25 percent searched on social media. Other online research methods included searching on Google Maps (18 percent) and viewing the business on Yelp (15 percent).
American consumers aren’t just using the internet to search for new service providers. Research noted that 22 percent of participants follow their regular hair salon on Instagram, while 17 percent follow their individual hairstylists’ Instagram pages.
Commenting on the data, Verna Wall, lead researcher at Phorest, notes, “These findings show that American consumers are extremely engaged with the beauty industry online—both when trying to find a new salon and when keeping up to date with their current service provider. As an American professional beauty business, it has never been more important to nurture your online presence. Ask for online reviews, engage with your client base on socials, and think seriously about how you’re showing up on the internet to current and potential clients. Those who take their online reputation seriously will clearly win business over those who are not paying attention to their online reviews and social channels.”