1. It helps me to get a
personal report from
someone I have
followed for a while
who can be trusted.
–BlogHer Survey respondent
BlogHer Consumer Electronics Study
January 2012
www.blogher.com/research
© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER

2. 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
*NY, Atlanta, Boston, Chicago, San Diego, Denver, Portland
© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 2

3. Key Findings
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 3

4. Indispensable: All-in-one devices that enable
communication and entertainment
“Which consumer electronic devices are most indispensable to you?”
Respondents could choose two
Source: BlogHer, N = 706, Gen Pop Women, N = 277 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 4

5. Women want online reviews
“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 5

6. Ask the Tech Savvy: CE purchase intent drives more
engagement with blogs than social networks
“Have you ever used advice from a blog, or information or status updates on a social
network to help with a consumer electronics purchase?”
CE purchase intent drives high engagement with blogs
Source Social Networks: BlogHer, N = 700, Gen Pop Women, N = 271 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 6
Source Blogs: BlogHer, N = 695, Gen Pop Women, N = 269

7. Marketing that works: Be where your
customers are seeking information and advice
“What kind of marketing approach makes you think more favorably about
a consumer electronics brand?”
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 7

8. Younger adults turn to mobile
“Have you ever used your mobile phone to help with a consumer electronics purchase?”
Combined Total Samples
Source: BlogHer and Gen Pop combined samples; N = 1,148 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 8

9. African American, Asians heavy mobile users
“Have you ever used your mobile phone to help with a consumer electronics purchase?”
Combined BlogHer and General Population Samples
Source: BlogHer and Gen Pop combined samples; N = 1,108 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 9

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 10

11. Shopping decisions: Our minds are made up
BlogHer Women are Brand Loyalists
“Which describes your Consumer Electronics shopping habits best?”
Source: BlogHer, N = 679, Gen Pop Women, N = 280 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 11

12. Most Groups Self-Identify as “Price Conscious”
“How do you self identify when it comes to wanting the latest electronic gadget?
Everybody’s price conscious, but an amazing 50% of
African Americans identify as early or leading edge
Combined BlogHer and General Population Samples
Source: Gen Pop and BlogHer combined sample, N = 1,162 © JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 12

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 13

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

15. Over 700 women told us about their experiences using
advice from blogs to help with a tech purchase
© JAN 2012 CONSUMER ELECTRONICS STUDY BY BLOGHER 15