JSchneier
06-01-2010, 07:59 PM
In April 2010 iVillage and SheSpeaks put out a study (http://www.scribd.com/doc/31219516/SheSpeaks-iVillage-Shopper-Study-Report) describing women and their purchasing patterns.
The study highlights that "interaction between women through online community Web sites, forums and message boards have a 'dramatic' influence on driving product preference, loyalty, and purchase," cites Mediapost.
Some Key Findings
1. Consumer reviews have the greatest impact on purchase decisions
Digital communications have an impact on a variety of brand related behaviors. Reading consumer reviews about products on message boards makes women more likely to look for a product in the store (77%), more favorable about the product while shopping (74%), more likely to choose the brand/product over others (70%) and more likely to purchase the product in the store (67%). Finding online coupons for products and reading about products on general interest websites such as iVillage also move the needle on these brand/product metrics.
2. Facebook and Twitter are less influential when it comes to buying decisions
Women learn about brands and products on Facebook and Twitter, but these channels are not yet as influential as others.
50% of women are fans or followers or grocery, health/beauty or household products brands and the stores that carry them, however Facebook and Twitter fall to the bottom of the list of top purchase influencers, with 19% saying that posts from friends and 11% saying that posts from brands are top influencers. Blogs, by comparison, are a top influence for 33% of respondents and consumer reviews on shopping sites are a top influence for 61% of respondents.
To take advantage of these trends, online retailers need to utilize every benefit the Internet has to offer, including forums and message boards, email newsletters, online coupons, and social networks.
"Women want advice from other shoppers, but they also want to share their experiences and look for validation before making a purchase," said Jodi Kahn, executive vice-president at iVillage, in response to the study.
Read the study here: Scribd (http://www.scribd.com/doc/31219516/SheSpeaks-iVillage-Shopper-Study-Report)
The study highlights that "interaction between women through online community Web sites, forums and message boards have a 'dramatic' influence on driving product preference, loyalty, and purchase," cites Mediapost.
Some Key Findings
1. Consumer reviews have the greatest impact on purchase decisions
Digital communications have an impact on a variety of brand related behaviors. Reading consumer reviews about products on message boards makes women more likely to look for a product in the store (77%), more favorable about the product while shopping (74%), more likely to choose the brand/product over others (70%) and more likely to purchase the product in the store (67%). Finding online coupons for products and reading about products on general interest websites such as iVillage also move the needle on these brand/product metrics.
2. Facebook and Twitter are less influential when it comes to buying decisions
Women learn about brands and products on Facebook and Twitter, but these channels are not yet as influential as others.
50% of women are fans or followers or grocery, health/beauty or household products brands and the stores that carry them, however Facebook and Twitter fall to the bottom of the list of top purchase influencers, with 19% saying that posts from friends and 11% saying that posts from brands are top influencers. Blogs, by comparison, are a top influence for 33% of respondents and consumer reviews on shopping sites are a top influence for 61% of respondents.
To take advantage of these trends, online retailers need to utilize every benefit the Internet has to offer, including forums and message boards, email newsletters, online coupons, and social networks.
"Women want advice from other shoppers, but they also want to share their experiences and look for validation before making a purchase," said Jodi Kahn, executive vice-president at iVillage, in response to the study.
Read the study here: Scribd (http://www.scribd.com/doc/31219516/SheSpeaks-iVillage-Shopper-Study-Report)