Women trust "familiar" bloggers more than store Web sites @blogher survey (h/t @mediapost)

Blogher has a new research called Beauty is in the Eye of the Blog Holder



What Influences Women to Purchase Beauty Products? at http://www.blogher.com/beauty-eye-blog-holder-0 . MediaPost has a good recap.

Amplify’d from www.mediapost.com

Despite increasingly close ties between brands and bloggers, many have asked whether such partnerships bear financial fruit. The answer, according to women's media network BlogHer, is a resounding 'Yes!' Indeed, according to a study conducted by BlogHer, blogs are more than two times more likely -- 63% -- than magazines -- 26% -- to have inspired a beauty product purchase over the last six months. What's more, women respondents said they turn to and trust "familiar" bloggers more than store Web sites, social networks or even message boards when seeking beauty product recommendations. The survey, conducted by BlogHer in conjunction with DeVries Public Relations, attempts to shed light on the huge $7 billion health and beauty products market in the U.S., and more specifically, how online relates to offline purchasing. "Trusted blogs have as much influence on purchase decisions as traditional media," said Stephanie Smirnov, president of DeVries Public Relations. Overall, women are just as likely to trust the beauty product advice from a parenting -- 43% -- health -- 42% -- or lifestyle -- 37% -- blog as from a beauty and fashion blog, at 43%. Still, women buy beauty products offline at a rate four times greater than online, as women say they typically research online and buy offline. For the "Beauty is in the Eye of the Blog Holder" study, BlogHer fielded a 25-question survey across 25 million BlogHer network users, with a sample size of 1,074 total women across the United States. Along with larger players in the women's lifestyle arena like NBCU's iVillage, Meredith Women's Network, and Glam Media, BlogHer competes against a long list of smaller players, including SheKnows, Total Beauty, and Sugar Inc.

Indeed, according to a study conducted by BlogHer, blogs are more than two times more likely -- 63% -- than magazines -- 26% -- to have inspired a beauty product purchase over the last six months. What's more, women respondents said they turn to and trust "familiar" bloggers more than store Web sites, social networks or even message boards when seeking beauty product recommendations. The survey, conducted by BlogHer in conjunction with DeVries Public Relations, attempts to shed light on the huge $7 billion health and beauty products market in the U.S., and more specifically, how online relates to offline purchasing. Read more at www.mediapost.com

 

See this Amp at http://bit.ly/euVnZG