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Brands interested in reaching women online should know that while social networks offer the most reach, blogs have the most influence.

A study conducted by BlogHer, the community of women bloggers, iVillage and Compass Partners, polled almost 3000 women in the U.S. who use the internet at least once a week found that alhtough 75% use social netowrks, and only 55% read or post to blogs, the influence of blogs tops all other forms of social media.

  • 80% read a blog daily or 2/3 times a week
  • Those who read blogs are the most tech savvy
  • They're the most active in all kinds of social media
  • They're looking for new trends
  • They spend time searching for new products online
  • Other women turn to them for advice and recommendations about new ideas and products

These women are spending less time on activities that supplied them with information and advice in the past.

women prefer blogs to traditional media

Blog content is almost twice as likely to be used to get information, stay informed on specific topics and
seek advice and recommendations. Social networks are mainly used to stay up to date on friends and family.

The economy is definitely affecting their online behavior:

  • 78% are more careful about purchases now
  • 62% are comparing prices online more often
  • 48% are spending more time online researching purchases
  • 25% are trying to buy from “companies I know”

A majority of the women polled report they are significantly more likely to make a purchase decision based on
customer experiences reported on blogs. Brands hoping to reach and influence women online should incorporate this information into their content strategy

  • Increase your online visibility, so you can become  “a company I know”
  • Offer bloggers content that their readers will find valuable during their research phase
  • Create content that builds trust and confidence in your brand
  • Get positive customer experiences reported on influential blogs
Sally Falkow

Published 9 June, 2009 by Sally Falkow

Sally Falkow, APR

The Proactive Report

Anticipating online PR trends

9 more posts from this author

Comments (7)

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Jonathan Moody

Jonathan Moody, Freelance at Language4Communications

Good to see some research putting some perspective on the current Facebook and Twitter hype.

Paul Gillin calls blogs the Swiss Army knife of social media: "Blogs are the building block of nearly every form of social media. They are the tool you need to master in order to understand the rich nuances of other media that are available to you."

I'd also add forums, communities and message boards to this along with discussions following articles and reviews in high profile online media. It would be interesting to see some research into these media. From an anecdotal perspective I've found far more in depth (and useful to potential customers) conversations on dedicated automotive (even down to car model level) forums and media than I've ever seen on Facebook or Tweeted.

Femalefirst and mumsnet in the UK and enfeminino in Spain are two examples of female orientated communities that exert considerable influence among women online. Following on from the automotive thread above, both the Femalefirst and mumsnet have active car forums. Evecars features reviews from the highly influential What Car? portal/magazine.

almost 8 years ago

Sally Falkow

Sally Falkow, Strategist at The Proactive Report

Good points Jonathan.  I have also seen good results from those kind of forums..

almost 8 years ago


Jonathan Moody

And here's some advice on how to leverage them, once you've done a full multilingual audit to discover where you brand/product/service etc is discussed, what is being discussed and by whom:


almost 8 years ago


Sally Falkow

Good data to add when doing a social media strategy

almost 8 years ago



Good post, but have you thought about U.S. women before?

over 7 years ago



over 7 years ago


website value

infact i have also never heard about this

about 7 years ago

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