Women take purchasing recommendations to social

ST. LOUIS: Women often use social media to distribute information that helps others make informed purchase decisions, according to a study from Fleishman-Hillard and Hearst Magazines.

ST. LOUIS: Women often use social media to distribute information that helps others make informed purchase decisions, according to a study from Fleishman-Hillard and Hearst Magazines. 

The online survey garnered responses from 1,270 women, ages 25 through 69, with an annual household income of $25,000 or more. More than 260 men were also included.

More than 50% of women said they regularly influence friends and family about product or service purchases, compared to 2008 when only 31% said this. One-third (33%) of women recommended a product or service in the past six months. Likewise, 19% of respondents argued against someone buying a particular product or service.

The number of brands that women follow on Facebook has increased by 12% in the past year, the research found, showing the growing importance of social channels. Nearly two-thirds (65%) are a fan of a brand, product, or company on Facebook, compared with 52% of men.

The research indicates that brands should use "more substance and less sizzle when communicating with her," said Marlene Greenfield, VP and executive director of research at Hearst Magazines.

The study was conducted by Ipsos Mendelsohn.

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