We surveyed BlogHer's community of 37 million women (Nielsen) alongside typical online users and discovered:
*Women Look to Blogs Over Social Networks Before They Buy
Significantly more women look to blogs. 84% of BlogHers and 69% of typical Americans online turn to blogs before they buy, 56% of BlogHers and 53% of typical Americans turn to social networks when buying consumer electronics.
*Marketing to Women: What Works and What Doesn't
Women seeking consumer electronics advice want to read online reviews by women, and recommend marketers advertise and ask for reviews from communities like those we visit every day -- preferably blogs. (Manufacturer sources are considered informational, but not influential.)
*Women Are Going Mobile -- Especially If We're African American or Asian
Roughly 70% of African Americans and Asians use their devices when shopping for consumer electronics, ahead of Hispanics (58%) and Caucasians (50%).
*Women Are Price Conscious Above All…Is That Why We Want a "Gadget Genie" to Deliver Apple?
As a group, most respondents identified themselves as "price-conscious" shoppers (47%), over "early adopter" (7%) or "leading edge" shoppers (23%). Perhaps price consciousness explains why Apple's iOS devices were the runaway choice of respondents when asked which device they would want if a "gadget genie" could give them any product for free.
In summary, Elisa says it so well:
"No one earns the trust of women online better than other women online, especially when you're talking about the devices she depends on to stay connected and productive. The good news is that our Consumer Electronics Study provides insights into how best to resonate with women, and it's not on corporate sites, traditional or social."
Do you see yourself in this research?
How have you changed how you buy?
I'd love to hear your insights...
Lisa Stone, BlogHer Co-founder
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