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Consumer electronics final, jkc

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  • 1. It helps me to get a personal report from someone I have followed for a while who can be trusted. –BlogHer Survey respondentBlogHer Consumer Electronics StudyJanuary 2012www.blogher.com/research © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER
  • 2. Methodology o Two samples fielded online 12-12 through 12-16-2011: o General Population: 7 U.S. Markets* • Total Sample = 565 completed surveys o BlogHer Community: 37 million women online • Total Sample = 741 completed surveys o Combined (total) Sample: • 1,306 • 1,007 women • 299 men*NY, Atlanta, Boston, Chicago, San Diego, Denver, Portland © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 2
  • 3. Key Findingso Indispensable: All-in-one devices that enable communication and entertainmento Consumer electronics purchasing intent drives women online for information, advice and user experienceso Marketing to Women: Hits, Misses and Mobile © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 3
  • 4. Indispensable: All-in-one devices that enable communication and entertainment “Which consumer electronic devices are most indispensable to you?”Respondents could choose twoSource: BlogHer, N = 706, Gen Pop Women, N = 277 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 4
  • 5. Women want online reviews “What is your preferred source for information about CE products?” TREND: Manufacturer sites are information sources, but not influentialSource: BlogHer, N = 716, Gen Pop Women, N = 280 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 5
  • 6. Ask the Tech Savvy: CE purchase intent drives more engagement with blogs than social networks “Have you ever used advice from a blog, or information or status updates on a social network to help with a consumer electronics purchase?” CE purchase intent drives high engagement with blogsSource Social Networks: BlogHer, N = 700, Gen Pop Women, N = 271 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 6Source Blogs: BlogHer, N = 695, Gen Pop Women, N = 269
  • 7. Marketing that works: Be where your customers are seeking information and advice “What kind of marketing approach makes you think more favorably about a consumer electronics brand?” At the bottom of the list: Marketing approaches using celebrity endorsers, Facebook or Twitter, TV ads or those that are targeted “especially for women”Source: BlogHer and Gen Pop combined samples; N = 1,148 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 7
  • 8. Younger adults turn to mobile “Have you ever used your mobile phone to help with a consumer electronics purchase?”Combined Total SamplesSource: BlogHer and Gen Pop combined samples; N = 1,148 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 8
  • 9. African American, Asians heavy mobile users “Have you ever used your mobile phone to help with a consumer electronics purchase?”Combined BlogHer and General Population SamplesSource: BlogHer and Gen Pop combined samples; N = 1,108 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 9
  • 10. What we worry about most: Distracted drivers “What makes you feel nervous or worried about using electronic devices?”Source: BlogHer, N = 677, Gen Pop Women, N = 247 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 10
  • 11. Shopping decisions: Our minds are made up BlogHer Women are Brand Loyalists“Which describes your Consumer Electronics shopping habits best?”Source: BlogHer, N = 679, Gen Pop Women, N = 280 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 11
  • 12. Most Groups Self-Identify as “Price Conscious” “How do you self identify when it comes to wanting the latest electronic gadget? Everybody’s price conscious, but an amazing 50% of African Americans identify as early or leading edgeCombined BlogHer and General Population SamplesSource: Gen Pop and BlogHer combined sample, N = 1,162 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 12
  • 13. If a “Gadget Genie” granted you a wish for oneConsumer Electronic item, what would it be? With price no issue, it’s an iOS world © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 13
  • 14. Why we love our gadgets In the combined sample, younger adults (18-27) favored “Super fast”, while older adults (46-64) favored “light weight”“What do you love most about your electronic gadgets?”Source: BlogHer, N = 683, Gen Pop Women, N = 255 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 14
  • 15. Over 700 women told us about their experiences usingadvice from blogs to help with a tech purchase © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 15

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