Newsletter
Follow on Twitter
RSS FeedSophia Mind
Research and Marketing Intelligence
Related researches
- > Women’s Intention to purchase electronic products
- > Women control the market but appear to be losing self-control
- > Women and Consumption: Before Buying, they Consult Social Networks
- > Soccer – a national flame
- > Brazilian Women Control 66% of Brazilian Family Consumption
- + See all researches
Latest
Tags
Women and Consumption: Before Buying, they Consult Social Networks
Category: Consumption E-commerce Internet Research | Tags: Consumption, E-commerce, Facebook, Internet, Media Consumption, Orkut, shopping
Survey conducted by Sophia Mind indicates that 63% of the women interviewed use Orkut, Facebook, Twitter and other channels to search for information before acquiring a product or service
Electronic products, magazines and books are the items most often consulted
Women already make up the majority of social network users worldwide, a movement that does not stop growing. And they do not only use the networks to communicate with friends and family members, read about topics of interest or for academic or professional purposes. Increasingly more women are searching for product- and service-related information online. A survey conducted by the Bolsa de Mulher Group market intelligence company Sophia Mind involving 3,274 women ages 18 to 60 living in Brazil, Argentina and Mexico, in addition to Latin American women residing in the United States, revealed that approximately 63% of them use the networks to search for information before purchasing a product or service. And for 70% of these women, the probability of purchasing a product or contracting a service is much greater if recommended by a friend on some social network.
Electronic devices are the products that they most commonly search for online – 66% believe it is important to exchange information about these products online before acquiring them. Forty-eight percent do the same thing with magazines and books; 47%, with songs; 45%, with movies and tourism-related products; and 42%, with cosmetics. In the case of jewelry, the majority of them consider this a personal choice.
Brazilian (66%) and Latin American (56%) women are those who most contribute with their experiences on social networks when deciding whether to recommend a product or service. And in all the countries surveyed, the rate of positive comments is higher than the negative ones. Another similarity between the women from these countries is that 50% may decide not to purchase the product or service is not well evaluated on the social networks.
Social networks that most influence purchase decisions – In Argentina, the United States and Mexico, 87% of women access Facebook each week, and 25% of them state that they have made purchases in the past based on comments or recommendations from friends from this social network. Twitter ranks second, with 17% influence. Advertising also has increased influence on Facebook: Eighteen percent of the women interviewed have purchased products based on messages or advertisements received by this channel. Still on the topic of Facebook, one in every five women has decided not to make a purchase after reading negative comments about some product or service.
In Brazil, Orkut continues to be the social network with the highest penetration among women: 85%. Sonico, Twitter and Facebook tie at second place, with approximately 21%. Twenty-nine percent of Brazilian women have already made some purchase based on advertisements or messages from companies on Orkut and 21% decided not to consume some product due to negative comments.
