Over a third influenced by online hair salon reviews 

A total of 37% of Irish consumers said that they were influenced to choose their current hair salon based on its online reviews and online reputation, according to new research from Phorest Salon Software.

Meanwhile, 14% look to online reviews when choosing a new beauty salon.

When attempting to find a new hair salon to visit, 48% of respondents said they searched for salons on Google, while 32% searched on social media.

Other online research methods included searching on Google Maps (8%) and viewing the online listing platform Yelp (1%).

Consumers are also using the internet to search for beauty salons. Of those surveyed, 52% searched on social media, 38% searched for beauty salons on Google, and 5% used Google Maps to find beauty salons in their area.

Irish consumers aren’t just using the internet to search for new service providers; 42% of survey participants said that they follow their regular hair salon on Instagram, while 33% follow their hair stylists’ Instagram pages.

Beauty salon clients are even more engaged with their salon online, with 52% of those surveyed saying they follow their beauty salon on Instagram, and 49% saying they follow their specific beautician, therapist, or technician.

“These findings show that Irish consumers are extremely engaged with hair and beauty service providers online, both when trying to find a new salon and when keeping up to date with their current service provider,” said Verna Wall, lead researcher at Phorest. 

“As an Irish salon business, it’s 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.”