A recent study published by Flesishman-Hillard International Communications illustrated the tremendous impact women have on today’s marketplace. It showed how today’s women will not only make their own purchasing decisions but also influence the purchases decisions of friends and family. When it comes to buying things women will use all their communication skills and feel that collaborating with others is what will result in better buying decisions for her and those she has involved.
According to the study 33 percent of women have recommended a product or service in the past six months and 19 percent have recommended someone to not buy a particular product or service.
The study showed that social networking has also evolved to play a huge role in increasing a woman’s influence among those in her social network. The number of women using Facebook has increased to 73 percent as compared to 65 percent a year ago. The average participant in the study had 187 friends as compared to 130 friends last year. It found that 65 percent of women are a friend/fan of a company, brand or product on Facebook as compared to 52 percent of men. The number of women following a particular brand on Facebook has increased by 12 percent in the past 12 months.
The study was conducted by an online survey and consisted of 1,270 women in the U.S. who were between 25 and 69 years of age. Their annual household income was $25,000 or more and as contrast 263 men were also surveyed.
Nancy Bauer is a senior vice president and senior partner at Fleishman-Hillard. In a January 24, 2012 Press Release she is quoted as saying “During the past few years, we have watched the evolution of women and their sphere of influence. Simply put, when it comes to the dynamics of today’s marketplace, women have changed the marketing communications game.”
Source
Press Release
http://www.prnewswire.com/news-releases/todays-woman-is-expanding-her-sphere-of-influence-says-new-research-study-conducted-by-fleishman-hillard-and-hearst-magazines-137954213.html
Report
http://fleishmanhillard.com/wp-content/uploads/2009/07/WomensStudy_white-paper_Final-january-2012.pdf
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