consumer electronics final, jkc

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER

BlogHer Consumer Electronics Study

January 2012

www.blogher.com/research

It helps me to get a

personal report from

someone I have

followed for a while

who can be trusted.

–BlogHer Survey respondent

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER

Methodology

o Two samples fielded online 12-12 through 12-16-2011:

o General Population: 7 U.S. Markets*

• Total Sample = 565 completed surveys

o BlogHer Community: 37 million women online

• Total Sample = 741 completed surveys

o Combined (total) Sample:

• 1,306

• 1,007 women

• 299 men

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*NY, Atlanta, Boston, Chicago, San Diego, Denver, Portland

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER

Key Findings

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o Indispensable: All-in-one

devices that enable

communication and

entertainment

o Consumer electronics

purchasing intent drives

women online for information,

advice and user experiences

o Marketing to Women: Hits,

Misses and Mobile

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER

Indispensable: All-in-one devices that enable

communication and entertainment

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“Which consumer electronic devices are most indispensable to you?”

Source: BlogHer, N = 706, Gen Pop Women, N = 277

Respondents could choose two

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER

Women want online reviews

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“What is your preferred source for information about CE products?”

TREND: Manufacturer sites are information sources, but not influential

Source: BlogHer, N = 716, Gen Pop Women, N = 280

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 6

Ask the Tech Savvy: CE purchase intent drives more

engagement with blogs than social networks

CE purchase intent drives high engagement with blogs

“Have you ever used advice from a blog, or information or status updates on a social network to help with a consumer electronics purchase?”

Source Social Networks: BlogHer, N = 700, Gen Pop Women, N = 271 Source Blogs: BlogHer, N = 695, Gen Pop Women, N = 269

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 7

“What kind of marketing approach makes you think more favorably about a consumer electronics brand?”

Marketing that works: Be where your

customers are seeking information and advice

At the bottom of the list: Marketing approaches using celebrity endorsers,

Facebook or Twitter, TV ads or those that are targeted “especially for women”

Source: BlogHer and Gen Pop combined samples; N = 1,148

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 8

Younger adults turn to mobile

“Have you ever used your mobile phone to help with a consumer electronics purchase?”

Source: BlogHer and Gen Pop combined samples; N = 1,148

Combined Total Samples

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 9

“Have you ever used your mobile phone to help with a consumer electronics purchase?”

African American, Asians heavy mobile users

Source: BlogHer and Gen Pop combined samples; N = 1,108

Combined BlogHer and General Population Samples

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 10

What we worry about most: Distracted drivers

“What makes you feel nervous or worried about using electronic devices?”

Source: BlogHer, N = 677, Gen Pop Women, N = 247

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 11 Source: BlogHer, N = 679, Gen Pop Women, N = 280

Shopping decisions: Our minds are made up

BlogHer Women are Brand Loyalists

“Which describes your Consumer Electronics shopping habits best?”

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 12

Most Groups Self-Identify as “Price Conscious”

Everybody’s price conscious, but an amazing 50% of

African Americans identify as early or leading edge

“How do you self identify when it comes to wanting the latest electronic gadget?

Source: Gen Pop and BlogHer combined sample, N = 1,162

Combined BlogHer and General Population Samples

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 13

If a “Gadget Genie” granted you a wish for one Consumer Electronic item, what would it be?

With price no issue, it’s an iOS world

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 14 Source: BlogHer, N = 683, Gen Pop Women, N = 255

Why we love our gadgets

In the combined sample, younger adults (18-27) favored

“Super fast”, while older adults (46-64) favored “light weight”

“What do you love most about your electronic gadgets?”

© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 15

Over 700 women told us about their experiences using

advice from blogs to help with a tech purchase