Monday, January 16, 2012

The BlogHer Consumer Electronics Study: How Women Shop for Tech

I can't believe I forgot to post this here last week when we released it. I guess I was caught in the CES whirlwind.

So, BlogHer released the latest in our series of proprietary research studies, this time digging into women's perspectives on purchasing consumer electronics devices. We surveyed a BlogHer Network sample and a general population sample to see how those two groups are align and differ. As has been the case for quite some time, the two samples were directionally very similar, differing by degree more than by fundamental perspective or motivation.

The key findings include:

-I know amazing TVs were a centerpiece of CES this year, but women consider TV to be a distant third-place on the hierarchy of indispensable devices. We know we can get entertainment, communication and productivity out of single devices now, and they top our priority list.

-Women continue to identify peer advice and recommendations online as both reliably informational and highly influential. Meanwhile, we continue to turn to manufacturer and retail sites for specs and information, but do not consider that information to be influential to the final decision. Out last two studies have been on fairly technical verticals (automotive and now consumer electronics) and this distinction was stark in both studies: Manufacturer sites were a top information source, but ranked last or next-to-last for influence. You know what else continues to not get much traction as a marketing approach? Celebrity endorsements and "woman-y" products. We just like things super-fast, super-functional, and super-simple.

-Finally, there were some interesting stats about mobile usage...some surprising, some not. Mobile apps aren't yet making a dent as a top information source for tech purchases, but people are clearly reviewing online content about such purchases on their mobiles. It's a huge factor so your content better look and function well.

One other stat that I personally found very interesting was in how different groups identify themselves as shoppers. Now the #1 answer across all groups gender, age, race) is still "Price-Conscious". Clearly we are still concerned about the economy and tech devices are still a serious purchase and serious investment. But 50% of African Americans self-identify as either "early adopters" (defined as pre-ordering or buying day one) or "leading edge" adopters (defined as waiting to make sure there are no catastrophic bugs before buying). This is significantly higher than any other group. Combined with the fact that 70% of AfAms report using a mobile during the tech purchase process, and you get a picture of a highly connected highly tech-savvy population.

Anyway, I hope you will review the study, we think it reinforces a message that manufacturers and retailers still don't seem to fully embrace: Women are buying tech devices, and women want to hear from people they trust about how those devices work. And the people they trust aren't corporate spokespeople. They're "people like me".

Labels: , , ,

nice there :L well, i find this post quite relevant. i do reviews of tech and electronics, so please. follow my blog anyone who reads this :) thanks!
I totally agreed with your article, thanks for share
As a woman shopper myself, I want to make a comment about the television. Our television died last year, right before Christmas - not a good time to be having to by anything, but anyhow my husband was in awe of the 3D television, which to be honest I thought was totally stupid. Needless to say we did not buy one, but I think women are overall more practical than men on purchasing consumer electronics. I agree they are more frugal minded too, there are many things that a woman considers when making a purchase, although to be fair we can sometimes be a little stupid about shopping on other things like shoes (not me personally).
Anyhow great blog, enjoyed.
SAP by definition is also name of the ERP (Enterprise Resource Planing) software as well the name of the company. SAP system comprises of a number of fully integrated modules, which covers virtually every aspect of the business management.
Success factor training in chennai | sap training in chennai | sap training in chennai | Workday training in chennai
SAP Training Visit Us,
Workday training in chennai
| sap training in chennai
SAP Training Institute in Chennai,

SAP stands for Systems Applications and Products in Data Processing. SAP is one of the leading ERP software in the world. SAP has been widely used by large to very large organizations and also by SMEs to manage their business processes.Visit us,
sap training in chennai | SAP Success factor training in chennai | SAP ABAP Training in chennai | Workday training in chennai
Awesome blog. I got impressed really. Just can’t imagine your tech. Your notice point is very clear and can be short little more. I need the elaborated story of your mentioning.

Java training in Chennai | Android training in chennai | IOS training in chennai
Your sequence is very unique and vague. I can observe few more things which I left in my blog.

Java training in Chennai | Android training in chennai | IOS training in chennai
Thanks for this opportunity. I think so all you said is correct in real sequence. But major industries mean not to be true.

Java training in Chennai | Android training in chennai | Java training in Chennai
Bind blowing. You have achieved your target. People should follow your blog for getting more information and their basic needs.

Java training in Chennai | Android training in chennai | Java training in Chennai
Nice blog . Thanks for share. Its usefull for all.
sap training in chennai | SAP Success factor training in chennai | Workday training in chennai | SAP ABAP Training in chennai

Pretty article! I found some useful information in your blog, it was awesome to read, thanks for sharing this great content to my vision, keep sharing.
Salesforce training chennai | Salesforce training institutes in Chennai
For the electronic sites in this article is much impressive and still its a good thing to be happening. Nice and really interested to see that. Try to update like this article.

SAP Training in Chennai
Nice post..we got many information...thank training in chennai
Really informative article. Thank you for posting such a valid article. Congrats and it is much impressive that's why i am telling like that. Please update in future without fail.

SAP MM Course in Chennai

Nicely written post. I am just about to start a new blog and there could not have been a better guide than this one for some good pointers. I am looking forward to starting a successful blog after reading this incredibly useful post of yours. Waiting for more such posts like this.

Keep writing and sharing!


SEO Training in Chennai
Excellent post, some great resources. Styling your blog the right way is key. This information is impressive..I am inspired with your post writing style & how continuously you describe this topic. After reading your post,thanks for taking the time to discuss this, I feel happy about and I am eager to learn more about this topic.

SQL DBA Training in Chennai
Great and Useful Article.

Online Java Training | Java Training in Chennai | Java Training Institutes in Chennai | Online Java Course
Thanks a lot for all your valuable article! We are really happy about the your...

Peridot Systems Customer Complaints

It is really a great and useful piece of info. I’m glad that you shared this helpful info with us. Please keep us informed like this. Thank you for sharing.

Digital marketing company in Chennai

Thank you for taking the time to provide us with your valuable information. We strive to provide our candidates with excellent care and we take your comments to heart.As always, we appreciate your confidence and trust in us.

SAP Training in Chennai
Really nice information you had posted. Its very informative and definitely it will be useful for many people

Digital Marketing For Small Business in Chennai

the site contains a very great article. the information present in this site will be very useful for us. thank you for sharing the blog with us.
ROI Services in Chennai

the site contains a very great article. the information present in this site will be very useful for us. thank you for sharing the blog with us.
ROI Services in Chennai
valuable information/...

SAP GRC training in hyderabad

Thanku for sharingn this exellent posts..

Hadoop training in hyderabad.All the basic and get the full knowledge of hadoop.
hadoop training in hyderabad

Post a Comment

<< Home

This page is powered by Blogger. Isn't yours?