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Women, The Web, and Their Wallets
 

Women, The Web, and Their Wallets

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Women influence over 80% of purchases in the United States. Is your company ignoring them? ...

Women influence over 80% of purchases in the United States. Is your company ignoring them?

A groundbreaking study performed in conjunction with BlogHer, Inc., researching women, their perspectives on online vs. offline shopping, and the layers of influence that drive their purchasing research and decision-making.

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    Women, The Web, and Their Wallets Women, The Web, and Their Wallets Presentation Transcript

    • Women, the Web and Their Wallets A Joint Study BlogHer, Inc. and Create with Context, Inc. BlogHer, Inc. http://blogher.com/research jane@blogher.com Create with Context, Inc. research@createwithcontext.com 1 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Agenda • Objective, methodology and background • Key findings • Shopping: What women want, and what they do • What‟s missing? • Who are the influencers? 2 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Objective • In August 2010, BlogHer, Inc. and Create with Context, Inc researched women‟s thoughts and behaviors around technology, shopping and eCommerce • Controlling over 80% of the household spending, this female demographic represents a $7 trillion dollar market in the US alone • The results shed light on how brands and businesses could be building better products and websites for women…and how they can provide women with the tools and insights they need to commit their dollars in this challenging economy 3 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Methodology • Twenty (20) In person one-on-one ethnography interviews were conducted with women in the S.F. Bay Area, as well as telephone interviews with women from select markets throughout the U.S. • Two samples were used in order to field a 20 question survey for a quantitative perspective U.S. General Population Sample • 1,131 women 18-74 • Survey fielded in 10 U.S. Geographies (New York, Chicago, Denver, San Diego, Philadelphia, Boston, Atlanta, South Florida, Dallas, Portland OR) BlogHer Network Sample • 1,157 women 18-74, recruited from the 23 million users on the BlogHer audience network as well as the 2500 bloggers from the BlogHer publishing network • BlogHer‟s sample was statistically similar to the General Population sample, unless called out 4 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Meet some of the participants 5 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Women need their interactive devices 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Mobile/Smartphones Laptop Desktop TV Interactive devices top the list and are far more essential than passive entertainment items such as TV “What are the top tech items you can‟t live without?” Combined sample N=1980 6 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Opportunity Alert: Bringing “social” to the console world General Population 4.5% 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% 4.1% % Chosing Game Console as electronic device they can't live without 53% of women own a gaming console, and their online social gaming usage is huge. But only 4% say a console is an essential device. What are gaming hardware and software manufacturers missing? “What are the top tech items you can‟t live without?” Gen Pop N=952 7 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Key Findings • Design is a critical factor for most women • The opportunity in “social” goes way beyond social networking • Each shopping venue (online vs. offline) is missing the opportunity win over the other‟s customers • Blogs eclipse social networks as a place to find useful product information 8 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Shopping: What women want, and what they do 9 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • How women shop doesn’t align with how eCommerce works Criteria and their priority level may organically shift ... but they end up with this They start with this ... 5 1 3 1 2 2 5 4 4 3 Meanwhile, online shopping is linear and specification-driven 1 2 3 Ethnographic research finding © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 4 5 10
    • Why shifting priorities matter • Katie needed a new dryer so she went online to „see what‟s out there‟ • She clicked on „gas dryers‟ and then a price range ($600 or less) because „that‟s what I should spend‟ • Katie actually prioritized aesthetics first, then price, then features – but most <$600 dryers are not pretty • By selecting price first, Katie did not get an opportunity to see what could be if she spent a little more • By providing inflexible filtering tools, the website doesn‟t facilitate upselling Ethnographic research finding © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 11
    • Women want technology to be beautiful The vast majority of participants cite design factors: Look and feel, user interface and experience, ease of use Rhoda opted for a pink case on her computer The look of Molly‟s range was important Although it still works well, Katie wants to replace her phone “because it‟s ugly” Ethnographic research finding 93% of General Population sample cites design as important © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 12
    • Women like visually appealing displays that provide inspiration • Women like to see related items • Women like to see how items can go together Online stores do not currently excel at delivering inspiration Ethnographic research finding © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 13
    • Women like products in context, including emotional context • How a product will fit into your life • Seeing is believing and evokes an emotional response This picture confirms seating capacity ...but this picture shows how her family will use it “Wow, great for the kids, maybe they would be quiet and happier!” Ethnographic research finding © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 14
    • Women learn new products by “feel” Key Finding: women are unlikely to learn to use every little feature on an item • They focus on what will benefit them • Only 20% turn to others for help • They use by feel (80.8%) “It‟s like making a spaghetti sauce with a pinch of this and a pinch of that until it feels right” Ethnographic research finding/GenPop sample N=1,131 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. Angela only uses the “talk” button on her new phone 15
    • Less Can Be More Implication: When products are cluttered with an abundance of features, the results may be either: • A woman may feel intimidated by the technology and rely on intuition Jennifer uses “one tenth” of the buttons on her remote control • A woman may want to use by feel, making an abundance of features unnecessary…and in fact less desirable than one featuring simplicity and beauty Ethnographic research finding/GenPop sample N=1,131 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 16
    • Online shoppers expect the basics of good web design Ease of use is fundamental Top 5 Most Important (Top Box: Very Important) General Population An easy way to filter products by size, color and price 71.5% An easy way to return an item 76.3% Free Shipping 78.6% Site is clean and uncluttered 62.3% Easier Checkout Experience 67.9% Q. “How important are each of these to your online shopping experience?” Gen Pop N = 643 17 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • In a time-constrained, budget-conscious era: eCommerce scores points for efficiency, cost-effectiveness Top 5 Reasons Ranked in Order of Importance Online Shopping Motivations Gen Pop Rank I can research and shop at my own pace #1 I can get a better deal #2 It‟s fast and efficient #3 I can learn more about a product before going to the store #4 There is a broader selection #5 Q: “Rank what appeals to you most about online shopping” Gen Pop N= 771 18 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Efficiency, cost-effectiveness echoed in qualitative feedback Women want to shop online because they see many advantages in online shopping vs. offline “Online is much better than having to flip through a rack.” • Research and shop at your own pace • No kids to distract you • Learning about a product before going to the store • Broader selection than in a store • Get a sense of what‟s in the store Ethnographic research finding © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 19
    • Online Shopping=Efficiency and cost-effectiveness Online Shopping 100% 80% 88% 81% 81% 75% 70% 70% 63% 60% 51% 40% 20% 0% “What location is best suited for your particular shopping need?” Source: General Online Population: N = 1,131; © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 20
    • Brick and Mortar Shopping = Context and Inspiration Physical Store 100% 80% 60% 67% 57% 49% 40% Online Shopping Offers More Advantages 20% 0% “What location is best suited for your particular shopping need?” Source: General Online Population: N = 1,131; © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 21
    • Opportunity alert: Despite advantages, online shopping can be improved More than half an inviting, transparent experience General Population New items and sales identified up front 79.2% Makes clear what's available in store 75.3% Clean, inviting homepage 54.4% Links to products reviews on blogs 53.4% Q: “Which of the following would make online shopping a better experience?” Gen Pop N = 684 22 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Who and what influences a woman’s purchasing decision 23 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Women use a variety of sources to make purchase decisions But resources are used differently, for different products Forums Targeted conversations Salespeople Consumer product reviews FB/Twitte r Blogs Professional product reviews Chatter Texting Email 24 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Amazon vs. Mad Men: Women are influenced by real opinions Top Three Sources Real opinions  User generated comment sites (e.g. Yelp)  Customer testimonials on a corporate site  Blog reviews Bottom Three Sources  Update on a social networking site  E-mail from a company  Text message on your phone “Rank the following according to which you trust the most for product information” Gen Pop N = 605 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. Marketing speak 25
    • Among social media sites, most turn to blogs for product and purchasing information Product Information Category Blogs General Pop. Message Boards General Pop. Social Networks General Pop. Getting product recommendations 39.5% 30.0% 30.5% Getting detailed product information 51.4% 29.8% 18.8% Link to site to make an online purchase 44.2% 30.0% 25.8% Provide a way to comment about the product 29.8% 36.7% 33.6% “Which of these types of online media are most useful for (various) types of product information” Gen Pop N = 574 26 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Opportunity alert: Blogs provide elusive “inspiration” Rhoda, a DIY/thrifting home décor‟ blogger, recently did a post where she showcased all the “aqua” items in her home Ethnographic research finding © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. 27
    • Product Verticals Purchased Based on a Blog Review “If you purchased an item based on a blog review, tell us what you purchased and what the experience was like” Top 5 Categories Where Respondents Made a Purchase Based on a Blog Review 1. Electronics 2. Beauty/Cosmetics 3. Clothing/Shoes 4. Housewares 5. Books/Music Source: U.S. General Online Population: N=165 open ended responses BlogHer Population: N=496 open ended responses © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved. BlogHer’s audience indices high for children in the home…resulting in Baby/Kid items ranking Top 5 28
    • Sample Blog Purchase Experiences “If you purchased an item based on a blog review, tell us what you purchased and what the experience was like” “I bought some children‟s shoes based on a blog review and was very pleased with them” “I have purchased makeup and skin care products based on blog reviews as well as jewelry and cleaning products. I have never been disappointed!” “I have purchased hair care products based on blog reviews. The blogger and I have similar interests and I trust her opinions” “I purchased some coffee online once on a recommendation from a blog. It was a wonderful experience” “I knew nothing about GPS systems. I read multiple blog reviews to ascertain what features people most wanted and which brands offered those features at the best price for best quality. I was not disappointed” 29 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • • Thank you! Email: JANE@blogher.com Email: research@createwithcontext.com 30 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.
    • Survey demographics for both samples Age BlogHer General Population 0.5% 1.9% 7.3% 18.4% 18-34 18-34 51.7% 35-49 35-49 50-64 51.3% 40.4% 65-74 65-74 27.3% 50-64 Income BlogHer General Population 8.9% 10.7% Under $35k 30.0% Under $35k 22.8% 28.8% $35-49,999k $50-74,999k 19.8% $35-49,999k $50-74,999k $75-99,999k 22.4% $100k+ 17.1% $75-99,999k 14.1% $100k+ 21.4% 31 © 2010 BlogHer, Inc. and Create with Context, Inc. All Rights Reserved.