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Women And Consumer Electronics: BlogHer's Newest Study

Founders of BlogHer Lisa Stone, Jory Des Jardins, and ElisaCamahort

One of the biggest stars at this year’s Consumer Electronics Show in Vegas was the new televisions, particularly Samsung’s 55 inch OLED TV, featuring a gorgeous screen and is as thin as your pinky.

Guess what? Women don’t much care.

Sure, the women who attended CES that I’ve spoken with admired the television, but it wasn’t their favorite gadget at the conference. In fact, according to the latest proprietary study about women and consumer electronics by the good folks of BlogHer, televisions are a distant THIRD when it comes to women’s preferred choices in consumer electronics. Number one? Smart phones that can do everything.

BlogHer co-founder Elisa Camahort Page wrote about the study at her business blog.

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.

You mean, if you make a phone pink, women won’t just buy it? I can hear male marketing executives weep.

Another fascinating point is while you might be tired of so many bloggers doing product reviews, it turns out that women use them extensively to make choices when it comes to purchases. While women use manufacturer’s website to get info, those sites aren’t particularly influential.

The study has plenty more interesting insights. Check it out!

 

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