Women and Social Media, 2012 (BlogHer's Latest Study)Cecily Kellogg
For the last five years BlogHer has undertaken the big task of studying how women use social media. This year’s study included the latest darling of social media, Pinterest, and compared the trust of the various platforms.
The results are pretty fascinating in detail, but can be summed up this way: women trust bloggers. Lisa Stone of BlogHer puts it best:
This survey of 2,000 U.S. women online makes a clear case — using purchase behavior and a “trust test” pitting a blogger against Facebook updates and ads featuring a celebrity — that blogs are the single best use of marketing and advertising dollars by brands that want to affect purchases by women online.
The study focused on a mixture of user trends and where women prefer to get their information. The study surveyed over 2,000 women, and shows quite clearly that when it comes to making purchasing decisions, women trust blogs over both advertising and other social media platforms.
When you combine the information on this excellent infographic about the purchasing power of women (that I found published on BlogHer) which shows that two thirds of consumer wealth will belong to women in the next decade well, it’s clear that the fastest way to our wallets is by utilizing bloggers to talk about a company’s products. Again, Lisa Stone addresses this:
The blog review was ranked the most trustworthy by both women online and the BlogHer community. I should note that these results were NOT filtered by active blog readers , so it provides Facebook with the greatest advantage given its widespread adoption. However, despite Facebook’s higher adoption rate, it did not drive higher trust in this case.
In the study it was revealed that although Pinterest is still in its social media infancy (so to speak), it already has generated more trust than both Facebook and Twitter, which is fascinating. Possibly because at the moment brands are all playing catch-up and Pinterest is still mostly people? Just a theory.
Feel free to look at the full study results at BlogHer. If you’re a woman in social media, this is good stuff to know.