Blogs Trusted Source For Women

According to The 2009 Women in Social Media Study by BlogHer, iVillage and Compass Partners, 64% of women are nearly twice as likely to use blogs than social networking sites as a source of information, 43% for advice and recommendations and 55% for opinion-sharing, while they 75% are 50 percent more likely to turn to social networking sites as a means of keeping in touch with friends and family.

Since the release of last year's Benchmark Study, women are turning in even greater numbers to blogs (55%), social networks (75%) and online status updating (20%) as primary sources of community interaction, entertainment and information.

Participation by Active US Women in Social Media (Millions)

Age Group

MM Online

MM Participate in Social Media

Millenials (18-26)

13.3

9.7

GenX (27-43)

25.0

15.4

Boomers (44-62)

28.9

13.3

Matures (63-77)

11.9

3.6

Source: Compass Partners, May 2009

Of the 42 million women engaged in social media weekly:

  • 55% of women participate in some form of blogging activity
  • 75% participate in social networks such as Facebook or MySpace
  • 20% use Twitter
  • 45% of survey respondents decided to purchase an item after reading about it on a blog

Susan Wright, President of Compass Partners LLC., says "Bloggers have a broad reach in the social media population... women who blog are the most actively engaged social media participants.. seeking out new ideas and ways to share their opinions... "

As a result of this increased activity, the 2009 study found that women online are now more than ever before spending less time engaging in traditional media activities like:

  • Reading the newspaper (39%)
  • Reading magazines (36%)
  • Listening to the radio (31%)
  • Watching TV (30%)
  • Talking on the phone (28%)
  • Meeting in person            (19%)

The demographic profile of social media users and blog participants in the general population provides a targeting clue:

Demographic Profile (% of General Population)

Demographic

Any Social Media User

Publish or Post a Blog

Married/Living together

60%

57%

Number in HH (actual number)

3.1

3.2

Children at home

44

51

Employed full time

27

27

Education

 

 

   High school or less

23

21

   Tech or trade school graduate

6

6

   Some college/university

22

21

   College/university grad

22

21

   Post grad work

4

4

   Master/doctorate degree

7

6

Income ($)

 

 

   < $25,000

23

24

   25-34.9

15

17

   35-49.9

20

18

   50-74.9

20

21

   75-99.9

11

9

   100-124.9

6

6

   > 125

5

5

Source: Source: Compass Partners, May 2009

 Elisa Camahort Page, BlogHer co-founder and COO, says "... when the economy is top of mind for more than 70 percent of these active social media participants...  women are turning to online resources, including blogs, to help them make their day to day purchasing decisions."

Sources Relied On For Topics of Interest (% who rely on source; multiple response OK)

Topic

Blogs

Social Networks

Index

Politics and News

59.5%

37.3%

160

Technology/Gadgets

61.0

39.0

156

Cars

41.3

26.8

154

Business/Career/Personal Finance

52.7

35.6

148

Green

57.1

39.5

145

Health/Wellness

46.3

33.6

138

Pregnancy/Baby

55.2

43.1

128

Arts and Crafts

48.6

38.6

126

Home & Garden

46.4

37.0

125

Food

44.4

39.4

113

Travel

53.4

47.7

112

Parenting

49.4

46.1

107

Sports

46.3

43.8

106

Social activism

65.2

61.4

106

Recipes/Cooking

44.4

42.1

105

Fashion/Beauty/Shopping

44.1

46.4

95

Entertainment (Movies/TV/Music/Books)

48.2

56.1

86

Shopping

39.5

49.9

79

Sex/Relationships/Dating

45.5

59.0

77

Source: Source: Compass Partners, May 2009 (Index compares blogs as source vs. social networks as source)

The Executive Summary (PDF format) of the 2009 Women in Social Media Study by BlogHer, iVillage and Compass Partners can be found here:

 

 

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