August 12, 2013 Jaclyn Bickerton
I’m sure that you’re aware of the stereotype that women like to socialize more than men do. Well, research suggests that, at least in Canada, this stereotype is true. According to an article on emarketer.com, women simply do more socializing that involves brands and products than men do. So, let’s get talking.
The retail market is overwhelmingly crowded with comparable products, making it difficult for consumers to sort through the options. You walk into Best Buy and you’ve got 30 different TV’s to choose from. With so many products out there, consumers need to do some research before making a final purchase decision. Aside from looking at a manufacturer’s website, retail website, going into the retail location, or even looking at a flyer, nowadays consumers are more heavily relying on word-of-mouth. We put a great deal of trust in our family and friends when it comes to product recommendations.
In March of 2013, Ipsos OTX and Ipsos Global @dvisor asked internet users how they found out about new brands and products. 64% of women said they found out from friends and family; comparable only 51% of men said the same. The findings show a significant difference in how men and women are introduced to new products or brands.
37% of female internet users said they find out about new products on social networking sites, versus only 22% of male users. Keep in mind, gender was not the only dividing factor in the responses produced. Young adults, ages 18 to 34, were 10% more likely than 35 to 49-year-olds to say they found out about new products from friends and family, and 15% more likely to say they had done so on social networking sites.
Everyone has an opinion and is entitled to share it; the fact is that with countless social media platforms out there today, it is easy to have your opinion heard. With 64% of women and 51% of men finding out about new products from friends and family, today’s consumer has the power to influence others through word of mouth. In the end, this is beneficial for marketers if and when chatty Cathy is happy about her purchase decision. So keep on chatting, Cathy.
Jaclyn Bickerton, Social Media, Raven5 Ltd, Oakville & Toronto Ontario, August 2013