Today’s post comes from Heather D’Amico, Digital Marketing Senior Account Executive at Lippe Taylor.
We’re excited to announce our partnership with SheSpeaks, the leading women’s influencer platform, where we teamed up to provide the “SheSpeaks/Lippe Taylor Women’s Buying Behavior Index.” The index provides context and insight into the key drivers of shopping and purchasing from a woman’s perspective. Taken from a survey of over 2,000 women nationwide, this report uncovers how women are feeling about everything from family finances and disposable income to how they are using digital and social media to browse and “window shop.” This is the second quarterly release of data (to view the November 2012 report, click here) designed to help marketers better understand buying habits and forecast trends of American women.
Highlights from the survey include:
- 71% of women use a PC/laptop to research products online, while only 6% preferred browsing in-store
- 47% of women use a PC/laptop to purchase products, with 45% purchasing in-store
- 53% of women use their mobile device for shopping to look up locations/hours, where 49% look up/compare prices
- 47% of women admit to buying a product because it was endorsed or used by a celebrity
- 43% of women use Facebook to help choose a vacation destination, and 30% turn to bloggers who write about their travel experiences
“As we continue to dive deeper into women’s buying habits, I found it particularly interesting to see that almost 50% of women admit to making a purchase decision influenced by a celebrity,” said Maureen Lippe, CEO of Lippe Taylor. “I’m not surprised at all to see the rise of mobile technology as a shopping tool,” she added.
“Online research is having a huge impact on the purchase funnel with close to 90% of women going online, either on computer or mobile device, to research products before buying,” said Aliza Freud, CEO of SheSpeaks. “Capturing her attention online presents a huge opportunity for brands looking to influence her purchase decisions”.