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Women and
Social Media in 2012
©Copyright BlogHer Inc.
Objective:
Women’s social media habits in 2012

                  Trends in usage over the
              1   past 3-5 year...
In February 2012, BlogHer worked with leading market
research and analysis firm Vision Critical and our own
network of 37M...
What 2,000 women told us:




Do you want more confidence
that your relevant messages
will actually convert into action?
T...
Blogs’ influence and trust level
drive purchase intent

                                   © 2012 Women and Social Media S...
We trust what we use.
Blog readers trust blogs most of all

“Do you trust the information and advice that you             ...
No other source is
as trusted by its active users

“Do you trust the information and advice that you                      ...
We purchase based on trust, and
blogs drive highest percentage conversion
from trust to action
“Have you ever made a purch...
We purchase based on trust, and
blogs drive highest percentage conversion
from trust to action
“Have you ever made a purch...
Blogs driving purchase intent is a consistent
data point across our vertical surveys:
Consumer Electronics

“Have you ever...
Blogs driving purchase intent is a consistent
data point across our vertical surveys:
Beauty


“Which resource
is most hel...
Blog readers prefer blogs for information.
Facebook is our source for play and friendship

“For each of these categories, ...
Trend watch: In less than one year,
Pinterest has adoption to match Twitter,
and relevance to beat Twitter
“For each of th...
Blog readers are most likely to incorporate
online/social into their purchase process

“At what point do you turn to an on...
BlogHer vs. General Population media usage:
What’s mainstream?

        BLOGHER SAMPLE

        TOTAL U.S. ONLINE POP




...
BlogHer vs. General Population media usage:
What’s simmering?

        BLOGHER SAMPLE

        TOTAL U.S. ONLINE POP



  ...
BlogHer vs. General Population media usage:
What’s leading edge for 2012?

        BLOGHER SAMPLE

        TOTAL U.S. ONLI...
Top 3 online vs. offline sources for inspiration:
Online can deliver the “flip through” experience
“Where do you go to fin...
Comparing online influencers:
Blog review



Disclosure

Beautiful kid picture

Substantive review




                   ...
Comparing online influencers:
Facebook friends



Starts with a question

Beautiful food picture

Multiple positive commen...
Comparing online influencers:
Celebrity endorser



Beautiful food picture

Avoid bias of real celebrity

Primary product
...
Users want substantive advice
Which online influencer
is the most trustworthy?                                            ...
In their own words:
Vast majority share positive impact of social media

“In a few sentences, please give us a personal an...
Key takeaways for marketers


         1   With social media gone mainstream, our
             motivations to use differen...
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2012 social media final, v2

  1. 1. Women and Social Media in 2012 ©Copyright BlogHer Inc.
  2. 2. 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
  3. 3. In February 2012, BlogHer worked with leading market research and analysis firm Vision Critical and our own network of 37MM unique visitors to ask over 2,000 women how they use social media tools and why BLOGHER SAMPLE TOTAL U.S. ONLINE POP Survey fielded across network Survey fielded on Vision of 3,000 blogs & 37MM+ audience Critical online panel N= 1,060 women and 21 men N=1,011 women and 500 men Total: 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
  4. 4. What 2,000 women told us: Do you want more confidence that your relevant messages will actually convert into action? Talk to bloggers. © 2012 Women and Social Media Study by BlogHer 4
  5. 5. Blogs’ influence and trust level drive purchase intent © 2012 Women and Social Media Study by BlogHer 5
  6. 6. We trust what we use. Blog readers trust blogs most of all “Do you trust the information and advice that you BLOGHER SAMPLE get from the following sources?” TOTAL U.S. ONLINE POP Blogs | Facebook | Twitter | Pinterest 98% 81% yes BLOGS Source: 2012 Women and Social Media Study U.S. Total Online Population Sample vs. BlogHer Network sample ; active blog users Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 6
  7. 7. No other source is as trusted by its active users “Do you trust the information and advice that you BLOGHER SAMPLE get from the following sources?” TOTAL U.S. ONLINE POP Blogs | Facebook | Twitter | Pinterest 98% 86% 85% 85% 81% 73% 81% 67% yes yes yes yes BLOGS Source: 2012 Women and Social Media Study U.S. Total Online Population Sample vs. BlogHer Network sample ; active users of each media source Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 7
  8. 8. We purchase based on trust, and blogs drive highest percentage conversion from trust to action “Have you ever made a purchase based on a BLOGHER SAMPLE recommendation from…?” TOTAL U.S. ONLINE POP Blogs | Facebook | Twitter | Pinterest 87% 61% yes BLOGS Source: 2012 Women and Social Media Study U.S. Total Online Population Sample vs. BlogHer Network sample; active blog users Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 8
  9. 9. We purchase based on trust, and blogs drive highest percentage conversion from trust to action “Have you ever made a purchase based on a BLOGHER SAMPLE recommendation from…?” TOTAL U.S. ONLINE POP Blogs | Facebook | Twitter | Pinterest 87% 61% 54% 53% 47% 33% 30% 31% yes yes yes yes BLOGS Source: 2012 Women and Social Media Study U.S. Total Online Population Sample vs. BlogHer Network sample; active users of each media source Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 9
  10. 10. Blogs driving purchase intent is a consistent data point across our vertical surveys: Consumer Electronics “Have you ever used advice from a blog, or information or status updates on a social network to help with a consumer electronics 84% Used advice 69% purchase?” from blogs CE purchase intent drives high engagement with blogs 56% Used information 53% or status updates on a social network BLOGHER SAMPLE TOTAL U.S. ONLINE POP Source: Jan 2012 Consumer Electronics Study, BlogHer © 2012 Women and Social Media Study by BlogHer 10
  11. 11. Blogs driving purchase intent is a consistent data point across our vertical surveys: Beauty “Which resource is most helpful to provide 61% FAMILIAR BLOGGER beauty product advice and 46% STORE WEBSITE recommendations?” 33% SOCIAL NETWORK 20% MESSAGE BOARD 19% BLOG THAT WAS STUMBLED UPON IN SEARCH BLOGHER SAMPLE Source: Oct 2010 Beauty is in the Eye of the Blog Holder study, BlogHer © 2012 Women and Social Media Study by BlogHer 11
  12. 12. Blog readers prefer blogs for information. Facebook is our source for play and friendship “For each of these categories, which online source is 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 Study U.S. Total Online Population Sample vs. BlogHer Network sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 12
  13. 13. 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 source is 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 Study U.S. Total Online Population Sample vs. BlogHer Network sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060; Active blog users © 2012 Women and Social Media Study by BlogHer 13
  14. 14. Blog readers are most likely to incorporate online/social into their purchase process “At what point do you turn to an online or social media site when you 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
  15. 15. 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 YouTube Source: 2012 Women and Social Media Study : U.S. Total Online Population Sample vs. BlogHer Network sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 15
  16. 16. 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 sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 16
  17. 17. 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 sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer 17
  18. 18. 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 18 Source: 2012 Women and Social Media Study : U.S. Total Online Population Sample vs. BlogHer Network sample Vision Critical US Total Online N = 1,011; BlogHer sample N = 1,060 © 2012 Women and Social Media Study by BlogHer
  19. 19. Comparing online influencers: Blog review Disclosure Beautiful kid picture Substantive review © 2012 Women and Social Media Study by BlogHer 19
  20. 20. Comparing online influencers: Facebook friends Starts with a question Beautiful food picture Multiple positive comments © 2012 Women and Social Media Study by BlogHer 20
  21. 21. Comparing online influencers: Celebrity endorser Beautiful food picture Avoid bias of real celebrity Primary product selling point © 2012 Women and Social Media Study by BlogHer 21
  22. 22. Users want substantive advice Which online influencer is the most trustworthy? BLOGHER SAMPLE TOTAL U.S. ONLINE POP 45% 23% 34% 18% 12% 14% BLOG STATUS UPDATE CELEBRITY ENDORSER Source: 2012 Women and Social Media Study : U.S. Total Online Population Sample vs. BlogHer Network sample 22 © 2012 Women and Social Media Study by BlogHer Vision Critical US Total Online N = 1,011 BlogHer sample N = 1,060
  23. 23. In their own words: Vast majority share positive impact of social media “In a few sentences, please give us a personal anecdote about how social media has impacted your life either positively or negatively.” TOTAL U.S. ONLINE POP 2,465 “Social media has made a big impactfor “My blog has opened up a whole new world Total open-ended responses 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 informed Response rate about products and customer reviews.” 96% BLOGHER SAMPLE BlogHer anecdotes sharing a positive personal story “Blogging has given me a sense of self. 66% It has given me a purpose beyond being a mother. It helped me discover General Population anecdotes sharing a my hobbies and drives much of what I positive personal story do for enjoyment.” [21% neutral, 13% negative] © 2012 Women and Social Media Study by BlogHer 23
  24. 24. 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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