The document summarizes research from BlogHer on how and why women shop and find style inspiration. Some key findings include that women are more likely to support brands that support causes they care about and share this with others, women prefer talking about clothes and shoes over celebrity style, a third want a makeover to express their personal style, interior design and crafts are popular online reading topics, and women's purchase decisions are heavily influenced by reviews and recommendations from other bloggers and friends. The majority of women now do most of their beauty product shopping online rather than in stores, and mobile devices have become the primary screen for many mothers to get information. Free shipping and sales are very persuasive for online purchases.
1. WOMEN •SHOPPING •STYLE
HOW, WHY AND WHERE
WOMEN BUY
The Year in @BlogHerResearch
THE GOLDEN RULE:
INSPIRATION + INFORMATION = ACTION
WHAT SHE LOVES
SOCIAL GOOD STARTS SOCIAL SHARING
46% of the BlogHer community will tell their friends and family when a brand
supports a cause they care about.
SHOES SIZZLE, STARS FIZZLE
77% of women like to talk about clothes and shoes online—but
only 35% want to talk about celebrity style.
READY TO STRIKE A POSE
33% of BlogHers want a makeover to unleash the “style princess inside.”
HOME IS WHERE THE HEART IS
67% of BlogHers like to read online about interior design and
DIY crafts.
A LITTLE HELP FROM HER FRIENDS
A WHOPPING 87 PERCENT of BlogHer community members
have made a purchase based on a blog recommedation.
SHE GOES WHERE HER FRIENDS GO
User reviews (70%) and Advice from Familiar Bloggers (60%)
are most likely to draw a woman into style and beauty sites.
BLOGS BUILD HER UP
60% of BlogHers say blogs help them build confidence in
their own style decisions.
MAKING THE SALE
WOMEN DO MORE SHOPPING ONLINE
In 2010, 55% of women preferred to buy beauty products in person,
at a store. Today, the majority (60%) buy online.
MOBILE IS MAJOR, ESPECIALLY FOR MOMS
In 2012, mobile devices overtook computers as the most used screen
for 75% of moms.
EXTRAS CLOSE THE DEAL
Free shipping (93%) and coupons and sales (82%) help convince women to buy
online instead of offline. But only 48% of us identify ourselves to be “sale shoppers”.
JOIN WOMEN where they already are, in the conversations that matter most. BlogHer
reaches more than 50 million women a month and works with the right influencers to tell your
story in her own authentic voice. Make it easy, make it social, make it mobile—make it a deal.
Sources: 2012 BlogHer Women & Social Media Annual Study, 2012 BlogHer Style & Beauty Study,
2010 BlogHer Beauty is in the Eye of the Blog Holder Study, 2012 BlogHer eMoms Study.