SheSpeaks iVillage Shopper Study Report

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Women and the Digital Path to Purchase May 11, 2010 Contact: Aliza Freud CEO & Founder, SheSpeaks aliza@shespeaks.com © SheSpeaks, Inc. All rights reserved. Study Overview ã  This study was an online survey among a random sample of women from the SheSpeaks panel, fielded in March 31-April 2, 2010. 1,581 U.S. women participated. © SheSpeaks, Inc. All rights reserved. 2 ã  Women take initiative to use the Internet to make shopping decisions. 81% of women have visited a superstore website
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  May 11, 2010 Women and theDigital Path toPurchase Contact:   Aliza FreudCEO & Founder, SheSpeaksaliza@shespeaks.com    © SheSpeaks, Inc. All rights reserved.  © SheSpeaks, Inc. All rights reserved. Study Overview 2 ã   This study was an online survey among a random sampleof women from the SheSpeaks panel, fielded in March31-April 2, 2010. 1,581 U.S. women participated.    © SheSpeaks, Inc. All rights reserved. 3 ã   Women take initiative to use the Internet to make shoppingdecisions.   81% of women have visited a superstore website in the past month, 70%visited a food/beverage brand website and 69% visited a health/beauty brand website. They also actively read email newsletters they receive from companies (61% read emails from food/ beverage brands, 55% from health and beauty brands and 53% from superstores). ã   Whether from online or offline sources, coupons and other consumers’ opinions are the top influencers of purchase decisionsof food/beverage, health/beauty and household products.   Onlinecoupons (68%), store coupons (66%), consumer reviews on shopping sites (61%) and recommendations from friends (59%) are the top influencers. Rates of influence are virtually identical for coupons and for consumer opinions from online and offline sources. Sixty  percent also say that online coupons are more influential on their purchases now than oneyear ago and 51% say consumer reviews on websites are more influential. ã   Newspaper coupons are the most influential type of coupon, andonline coupons and coupons from at-home mailers are equallyinfluential.   47% of respondents say that newspaper coupons are most influential, and online coupons and at home mailers are most influential to 19% of respondents. Younger women (under 30) are less influenced by newspaper coupons (38%) and more influenced by both at-home mailers (30%) and online coupons (21%). This data, coupled withcoupon.com’s report that online coupons savings grew 178% in 2009, suggests a shift in how women are finding coupons, and that this shift is being led by younger consumers.  © SheSpeaks, Inc. All rights reserved. 4 ã   Digital communications have an impact on a variety of brand-related behaviors. Reading consumer reviews about products on message boardsmakes women more likely to look for a product in the store (77%), more favorable about the product while shopping (74%), more likely to choose the brand/product over others(70%) and more likely to purchase the product in the store (67%). Finding onlinecoupons for products and reading about products on general interest websites such asiVillage also move the needle on these brand/product metrics. ã   Women learn about brands and products on Facebook andTwitter, but these channels are not yet as influential as others.   50% of women are fans or followers or grocery, health/beauty or household productsbrands and the stores that carry them, however Facebook and Twitter fall to the bottomof the list of top purchase influencers, with 19% saying that posts from friends and 11%saying that posts from brands are top influencers. Blogs, by comparison, are a topinfluence for 33% of respondents and consumer reviews on shopping sites are a topinfluence for 61% of respondents. ã   Women spend between 6 and 60 minutes preparing for ashopping trip. This preparation includes doing product research online and offline,looking for coupons in multiple channels, reading email newsletters, etc.
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