Social Media Sites Don't Influence Shopping Habits of Most Women
While women are highly engaged with social media, 75 percent of them said in a recent survey that they’re not influenced — and are even turned off — by brands in this space.
These were among the findings from a study called Women & Brands Online: ‘The Digital Disconnect’ Emerges, published recently by ad:tech Chicago and Q Interactive's "Women’s Channel," an online network of websites targeted to women. The study of more than 1,000 women across age, geography and households investigated the digital lives of women and how they perceive brands online. Below are some highlights:
- 75 percent of women are more active in social networking this year versus last year;
- 54 percent of women surveyed visit social networking sites at least once a day; but …
- when asked whether social networking sites influence what they buy, 75 percent said “not really” or “not at all.”
Despite these findings, more than half of the women surveyed have "befriended" or "become a fan of" at least one brand. In addition, 83 percent of women surveyed said they feel "neutral" or "negative" when they see a brand on a social networking site. What's more, 10 percent engage in product/brand-related activities, such as "get product information, including coupons and savings" and "write reviews about products" on social networking sites, as opposed to activities such as "send private messages to friends" and "share photos."