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Surprisingly, Women's Purchases Largely Uninfluenced By Social Networks

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Executive Summary

Though highly engaged in social media, women on the whole say, surprisingly, it does not influence their purchase behavior. This paper shows few findings of the study, which polled more than 1,000 American women of various ages, geographies and types of household. 75% of women say they are "More active" in social networking than last year, and more than half (54%) report visiting social networking sites at least once per day. The social network most used by women is Facebook - nearly two-thirds of women say they use it most - followed by the nearly 16% who cite MySpace. About 3% report using Twitter the most.

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