2012 social media final, v2

Women andSocial Media in 2012©Copyright BlogHer Inc.

Objective:Women’s social media habits in 2012 Trends in usage over the 1 past 3-5 years Emerging media platforms 2 to watch Purpose, influence, trust level 3 per channel Marketing outreach 4 recommendations © 2012 Women and Social Media Study by BlogHer 2

In February 2012, BlogHer worked with leading marketresearch and analysis firm Vision Critical and our ownnetwork of 37MM unique visitors to ask over 2,000 womenhow they use social media tools and why BLOGHER SAMPLE TOTAL U.S. ONLINE POPSurvey fielded across network Survey fielded on Visionof 3,000 blogs & 37MM+ audience Critical online panelN= 1,060 women and 21 men N=1,011 women and 500 menTotal: 1,081 aged 18-76 Total: 1,511 aged 18-76 TOTAL combined sample of 2,071 women © 2012 Women and Social Media Study by BlogHer 3

We trust what we use.Blog readers trust blogs most of all“Do you trust the information and advice that you BLOGHER SAMPLEget from the following sources?” TOTAL U.S. ONLINE POPBlogs | Facebook | Twitter | Pinterest 98% 81% yes BLOGSSource: 2012 Women and Social Media StudyU.S. Total Online Population Sample vs. BlogHer Network sample ; active blog usersVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 6

No other source isas trusted by its active users“Do you trust the information and advice that you BLOGHER SAMPLEget from the following sources?” TOTAL U.S. ONLINE POPBlogs | Facebook | Twitter | Pinterest 98% 86% 85% 85% 81% 73% 81% 67% yes yes yes yes BLOGSSource: 2012 Women and Social Media StudyU.S. Total Online Population Sample vs. BlogHer Network sample ; active users of each mediasourceVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 7

We purchase based on trust, andblogs drive highest percentage conversionfrom trust to action“Have you ever made a purchase based on a BLOGHER SAMPLErecommendation from…?” TOTAL U.S. ONLINE POPBlogs | Facebook | Twitter | Pinterest 87% 61% yes BLOGSSource: 2012 Women and Social Media StudyU.S. Total Online Population Sample vs. BlogHer Network sample; active blog usersVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 8

We purchase based on trust, andblogs drive highest percentage conversionfrom trust to action“Have you ever made a purchase based on a BLOGHER SAMPLErecommendation from…?” TOTAL U.S. ONLINE POPBlogs | Facebook | Twitter | Pinterest 87% 61% 54% 53% 47% 33% 30% 31% yes yes yes yes BLOGSSource: 2012 Women and Social Media StudyU.S. Total Online Population Sample vs. BlogHer Network sample; active users of each mediasourceVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 9

Blogs driving purchase intent is a consistentdata point across our vertical surveys:Consumer Electronics“Have you ever usedadvice from a blog,or information or statusupdates on a socialnetwork to help with aconsumer electronics 84% Used advice 69%purchase?” from blogsCE purchaseintent drives highengagementwith blogs 56% Used information 53% or status updates on a social network BLOGHER SAMPLE TOTAL U.S. ONLINE POPSource: Jan 2012 Consumer Electronics Study, BlogHer © 2012 Women and Social Media Study by BlogHer 10

Blogs driving purchase intent is a consistentdata point across our vertical surveys:Beauty“Which resourceis most helpfulto provide 61% FAMILIAR BLOGGERbeauty productadvice and 46% STORE WEBSITErecommendations?” 33% SOCIAL NETWORK 20% MESSAGE BOARD 19% BLOG THAT WAS STUMBLED UPON IN SEARCH BLOGHER SAMPLESource: Oct 2010 Beauty is in the Eye of the Blog Holder study, BlogHer © 2012 Women and Social Media Study by BlogHer 11

Blog readers prefer blogs for information.Facebook is our source for play and friendship“For each of these categories, which online sourceis best suited for your purposes?” TOTAL U.S. ONLINE POP BLOGS FACEBOOK To help make purchase decisions 36% 17% To get product information 37% 17% To seek advice and recommendations 39% 35% To find out about new products 41% 24% To have fun 41% 77% To contribute to a community 28% 41% To stay up to date with friends and family 20% 87% For entertainment 50% 69%Source: 2012 Women and Social Media StudyU.S. Total Online Population Sample vs. BlogHer Network sampleVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 12

Trend watch: In less than one year,Pinterest has adoption to match Twitter,and relevance to beat Twitter“For each of these categories, which online sourceis best suited for your purposes?” TOTAL U.S. ONLINE POP Twitter Pinterest To help make purchase decisions 21% 18% To get product information 18% 26% To seek advice and recommendations 29% 30% To find out about new products 24% 39% To have fun 47% 58% To contribute to a community 33% 32% To stay up to date with friends and family 39% 13% For entertainment 51% 54%Source: 2012 Women and Social Media StudyU.S. Total Online Population Sample vs. BlogHer Network sampleVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 13

Blog readers are most likely to incorporateonline/social into their purchase process“At what point do you turn to an online or social media site whenyou are about to purchase something?” GEN POP GEN POP BLOGHER DAILY BLOG READERS It’s the first thing I do when I want to buy something 35% 23% 49% When I’ve narrowed my decision down to a couple of choices 42% 35% 57% When I’m in a store shopping (on mobile) 9% 5% 17% After I get home from shopping 11% 6% 6% I don’t go online or to social media for a shopping decision 19% 41% 8%Source: 2012 Women and Social Media Study ,Gen Pop N = 1011, BlogHer N = 1060, Daily Blog Readers N = 217 © 2012 Women and Social Media Study by BlogHer 14

BlogHer vs. General Population media usage:What’s mainstream? BLOGHER SAMPLE TOTAL U.S. ONLINE POP 97% 94% 93% 84% 85% 75% 62% 46% Blogs Facebook Television YouTubeSource: 2012 Women and Social Media Study :U.S. Total Online Population Sample vs. BlogHer Network sampleVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 15

BlogHer vs. General Population media usage:What’s simmering? BLOGHER SAMPLE TOTAL U.S. ONLINE POP 78% 75% 40% 39% 41% 21% 22% 14% Mobile Apps Twitter Online Coupons (e.g. Location Apps (e.g. Groupon) Foursquare)Source: 2012 Women and Social Media Study :U.S. Total Online Population Sample vs. BlogHer Network sampleVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 16

BlogHer vs. General Population media usage:What’s leading edge for 2012? BLOGHER SAMPLE TOTAL U.S. ONLINE POP 77% 43% 43% 21% 19% 11% Social Social shopping sites photo apps (e.g. Etsy) (e.g. Instagram)Source: 2012 Women and Social Media Study :U.S. Total Online Population Sample vs. BlogHer Network sampleVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 17

Top 3 online vs. offline sources for inspiration:Online can deliver the “flip through” experience“Where do you go to find inspiration for cooking or recipes?”FOOD BLOGS COOKBOOKS 82% 63% 15% 52%RECIPE WEBSITE MAGAZINES 80% 44% 63% 32%PINTEREST TV SHOW BLOGHER SAMPLE 58% 17% TOTAL U.S. ONLINE POP 8% 30% vs. ONLINE OFFLINE 18Source: 2012 Women and Social Media Study :U.S. Total Online Population Sample vs. BlogHer Network sampleVision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer

Users want substantive adviceWhich online influenceris the most trustworthy? BLOGHER SAMPLE TOTAL U.S. ONLINE POP 45% 23% 34% 18% 12% 14% BLOG STATUS UPDATE CELEBRITY ENDORSERSource: 2012 Women and Social Media Study :U.S. Total Online Population Sample vs. BlogHer Network sample 22 © 2012 Women and Social Media Study by BlogHerVision Critical US Total Online N = 1,011 BlogHer sample N = 1,060

In their own words:Vast majority share positive impact of social media“In a few sentences, please give us a personal anecdote about howsocial media has impacted your life either positively or negatively.” TOTAL U.S. ONLINE POP2,465 “Social media has made a big impactfor “My blog has opened up a whole new worldTotal open-endedresponses becausecreatively and professionally. Itwith me both now I’m able to interact has given me a sense of purpose”95% brands and other consumers directly at the push of a button. I am more informedResponse rate about products and customer reviews.”96% BLOGHER SAMPLEBlogHer anecdotessharing a positivepersonal story “Blogging has given me a sense of self.66% It has given me a purpose beyond being a mother. It helped me discoverGeneral Populationanecdotes sharing a my hobbies and drives much of what Ipositive personal story do for enjoyment.”[21% neutral, 13% negative] © 2012 Women and Social Media Study by BlogHer 23

Key takeaways for marketers 1 With social media gone mainstream, our motivations to use different tools are diverse 2 Content helps deliver value, not distraction. Content assets deliver long-term value 3 Online media is delivering inspiration, not just information 4 Deeper trust drives better conversion into action © 2012 Women and Social Media Study by BlogHer 24

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2012 social media final, v2

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