The question was phrased by the source as follows: "Which shopping channels do you use for purchasing cosmetics? (Choose up to 3 of the most relevant answers)"
Among a total of 2,741 survey respondents, 208 were between 16 and 24 years old, 752 between 25 and 34 years old, 848 between 35 and 44 years old, 523 between 45 and 54 years old, and 410 at least 55 years old.
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Popularity of buying cosmetics via brand websites in Hong Kong 2024, by age
According to a 2024 survey conducted by in Hong Kong, ** percent of respondents aged between 25 and 34 years reported buying cosmetics on brand websites, while only ** percent of respondents aged 55 years or above said so. Notably, the popularity of buying cosmetic products on brand websites was higher than that via online marketplaces among consumers in Hong Kong across all ages.Â
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Rakuten Insight. (January 28, 2025). Penetration rate of purchasing cosmetic products on brand websites among consumers in Hong Kong as of September 2024, by age group [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved August 03, 2026, from /statistics/1553176/hong-kong-penetration-rate-of-cosmetic-brand-websites-by-age/
Rakuten Insight. "Penetration rate of purchasing cosmetic products on brand websites among consumers in Hong Kong as of September 2024, by age group." Chart. January 28, 2025. ÌÇÐÄÆƽâ°æ. Accessed August 03, 2026. /statistics/1553176/hong-kong-penetration-rate-of-cosmetic-brand-websites-by-age/
Rakuten Insight. (2025). Penetration rate of purchasing cosmetic products on brand websites among consumers in Hong Kong as of September 2024, by age group. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: August 03, 2026. /statistics/1553176/hong-kong-penetration-rate-of-cosmetic-brand-websites-by-age/
Rakuten Insight. "Penetration Rate of Purchasing Cosmetic Products on Brand Websites among Consumers in Hong Kong as of September 2024, by Age Group." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 28 Jan 2025, /statistics/1553176/hong-kong-penetration-rate-of-cosmetic-brand-websites-by-age/
Rakuten Insight, Penetration rate of purchasing cosmetic products on brand websites among consumers in Hong Kong as of September 2024, by age group ÌÇÐÄÆƽâ°æ, /statistics/1553176/hong-kong-penetration-rate-of-cosmetic-brand-websites-by-age/ (last visited August 03, 2026)
Penetration rate of purchasing cosmetic products on brand websites among consumers in Hong Kong as of September 2024, by age group [Graph], Rakuten Insight, January 28, 2025. [Online]. Available: /statistics/1553176/hong-kong-penetration-rate-of-cosmetic-brand-websites-by-age/
