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Male Marketers, Both the Use and Purchasing Impact of Social Networking Among Women Nearly Doubled in 2009

Guys, if you are still not convinced that even more women are spending even more time on social networks, and you are even more baffled as to how that translates to your bottom line, then this one’s for you.

SheSpeaks’ 2009 Social Media Study revealed dramatic increases in the number of women participating in social networks as compared to 2008. But the most exciting news for marketers is the impressive increase in the influence social media has on what women are purchasing. A few of the findings:

  • 86% of women are now using popular social networks, a 48% increase compared to 2008.
  • 53% of women are making purchase decision based on information they find in blogs, up from 27% in 2008
  • 43% of women are making decisions based on advice found in social networks, also up from 27% in 2008
  • 72 % of women log into their social networking site at least once per day. Last year only 53% logged in that frequently, indicating a 36% increase in this high-level engagement.

Aliza Freud, Founder and CEO of SheSpeaks expanded on the findings. “Last year our members were going online primarily to research purchases, but now they are looking to social media to help them research, guide and facilitate every kind of transaction, from social exchanges to purchases,” Freud said.  “Women have become more comfortable using social media, and for marketers, the overall growth and habitual use of social media represents opportunities to reach and engage women of all ages, and influence their purchase decisions.”

But one of the most interesting things about this study is still to come.
When I spoke with Aliza about the findings, she shared that they had actually stimulated a follow up study that will take a more in depth view at what women are looking for in their online communities. This upcoming study was initiated because the data suggested that although women are open to developing relationships with a company’s interests they do NOT want to be friends with brands.

Ahh, the days of simply opening a Facebook fan page and Twitter account are gone. Well…. “those days” were never really here for any company seriously trying to connect with women.

I can’t wait to hear the results of the next study, Aliza!



Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email