Study: Blogs More Influential Than Social Networks When Women Buy Consumer Electronics

Sixty-nine percent of American women online say they rely on advice they find on blogs when making consumer electronics purchases, versus only 53 percent that say they rely on social networks. That’s the conclusion of a recent survey sponsored by BlogHer, the female-oriented blog network.

The largest number of respondents (74%) said they most preferred to get information about products by visiting stores, suggesting that educating retail salespeople would be an important part of a consumer electronics marketer’s strategy. Next up (61%) was manufacturers’ websites. Consumer electronics review sites (51%) and blog reviews (48%) followed those sources, with social networks (29%), CE magazines (19%), mobile phone apps (15%) and Twitter (8%) trailing.

Where Do Women Prefer To Get Information About Consumer Electronics? (Image via BlogHer)

The study found that 79 percent of women respondents cited their mobile phone as indispensable, and 77 percent felt the same way about their computer or laptop. Only 29 percent said they couldn’t do without their TV.

These finding suggests that marketers seeking to reach women online should consider mobile marketing strategies, and consumer electronics marketers in particular should seek to influence via blogs covering products in their category.

The study also asked respondents what type of marketing approach would be most effective in making them look favorably at a consumer electronics brand. Finding it on a website, blog or forum they visit was cited by 52% of the online women. Forty-six percent would find a discount persuasive; while 28% said they’d be swayed by seeing the brand reviewed by a blogger they read regularly. Twenty-seven percent said they’d look favorably on a brand that supported a good cause, and 17% found donations to schools impressive.

The study was conducted online in December 2011, and results were derived from 565 completed surveys from seven markets — New York, Atlanta, Boston, Chicago, San Diego, Denver and Portland.

Related Topics: Blogging | Channel: Content Marketing | Statistics: Online Behavior | Word Of Mouth Marketing


About The Author: is executive features editor of Marketing Land and Search Engine Land. She’s a well-respected authority on digital marketing, having reported on, written about and worked in digital media and marketing for more than 10 years. She is a previous managing editor of ClickZ and has worked on the other side of digital publishing, helping independent publishers monetize their sites in her work at Federated Media Publishing.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!