Over a third of Brits choose their hair salon based on online reviews

The company also found that 28% of respondents looked at online reviews when choosing a beauty salon.

When attempting to find a new hair salon to visit, 45% of respondents said they searched for salons on Google, while 30% searched on social media. Other online research methods included searching on Google Maps (13%) and viewing the online listing platform Yelp (6%).

Consumers are also using the internet to search for new beauty salons to visit. Of those surveyed, 32% searched for beauty salons on Google, 42% searched on social media, 9% used Google Maps, and 2% used Yelp to find beauty salons in their area. 

UK consumers aren't just using the internet to search for new service providers, however. The data revealed that 24% of participants said that they follow their regular salon on Instagram, while 25% follow their individual hair stylists' Instagram pages. 

Beauty salon clients are even more engaged with their salon online, with 43% of those surveyed saying they follow their beauty salon on Instagram and 35% saying they follow their specific beautician, therapist, or technician. 

Commenting on the data, Verna Wall, Lead Researcher at Phorest, notes: “These findings show that British 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. 

"As a UK 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.”

(Image: Getty Image/iStock)