LOOK UP
INFO ON OBSESSION FOR COSMETIC SURGERY IN USA. Perhaps
it's fallout from television programming such as Nip/Tuck or Dr. 90210 or reruns of Extreme Makeover, but Internet
data shows that younger adults have become the primary audience obsessed with
altering their personal appearance. Once the domain of the well-to-do female in
her fifties, plastic surgery has become the obsession of the least affluent
segment of younger Internet users.
The recent tragic death of Stephanie Kuleba, an 18-year-old high school
cheerleader who died as a result of complications during a breast augmentation
surgery, brought our attention to the pursuit of a more "ideal" body
amongst teenagers. In fact, search data confirms this phenomenon. One of the
most popular sites visited from the search term "plastic surgery" is
the official site of the American Society of Plastic Surgeons (www.plasticsurgery.org).
Over 25% of visitors to the site (the largest segment) fell within the 18- to
24-year-old demographic — that's up from 19.6% two years ago.
Plastic surgery has become an American obsession. Checking other markets that
Hitwise has data on, such as the U.K. and Australia, the 18- to 24-year-old
fascination with plastic surgery is a decidedly U.S. phenomenon.
Looking at other health related sites visited by 18- t 24-year-olds,
reveals just how obsessed this age group is with appearance. Unlike their older
counterparts who visit sites related to diseases and keeping healthy, younger
Internet users flock to sites that dwell on personal appearance, such as those
focused on bodybuilding, weight loss and skincare. And definitely plastic
surgery.
While surgery-themed television may be driving the interest of a younger
audience, one factor appears to be key in tempering appearance-obsessed teens
from altering their bodies: the failing U.S. economy.
If we track the trend in searches on topics such as "breast
augmentation," "breast implants" or even "plastic
surgery," there has been a precipitous decline in all plastic surgery
topics over the last year. What's fueling this downturn? It may very well be
related to the predominant income group of visitors to cosmetic surgery sites —
U.S. households that earn less than $30,000 per year. In fact, if we look at
the search patterns around popular surgeries, over the last year the term
"cost" is the most commonly appearing qualifier. We see more searches
such as "breast implant cost,"
"plastic surgery cost," and "breast augmentation cost."
Checking these same terms in April 2007 reveals that cost sensitivity is a
recent phenomenon.
While older demographics continue to search for information on
procedures such as face-lifts, liposuction or Botox, it's the younger Internet
users who in tough economic times are focusing on improving their outer beauty,
albeit at a discount price.
Bill Tancer is general manager of global research at Hitwise.
: http://www.time.com/time/business/article/0,8599,1738111,00.html#ixzz2O22aXicX
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