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Majority Of US Consumers Prefer Buying Cosmetics In-Store, Study Shows

September 15, 2014: 12:00 AM EST
In the United States, 57 percent of internet users said they prefer buying cosmetics and personal care products, such as makeup and facial cleansers, from offline, real-world stores, according to a June 2014 study by Harris Interactive. In contrast, only 12 percent said online retailers are their preferred means of buying such products, while 21 percent indicated no preference. Data also revealed 65 percent of internet users said they “had never purchased” such products using digital means. Of the respondents who said they have bought from online sources, 31 percent said they used a laptop or desktop computer in doing so. Meanwhile, only 5 percent said they used a tablet and 4 percent said they used a smartphone in buying online.
"Cosmetics Shoppers Don't Find Digital Attractive", eMarketer, September 15, 2014, © eMarketer Inc.
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