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Visible Technologies(R) Research Looks at Social Insights to Uphold Finding That Women Remain Dominate Purchasers Despite Disconnect With AdvertisersOther Findings Show Women Prefer Forums and Blogs as Channel of Choice to Express Purchase Intent and Circle of Influence Extends to Sports and Other Unexpected Categories (March 27, 2012)
BELLEVUE, WA -- (Marketwire) -- 03/27/12 -- Visible Technologies®, the leading provider of social media monitoring, analytics and engagement software and services, today released the findings of research that emphasize the disconnect between advertisers and the demographic that does the largest percentage of household purchasing -- women. Unlike traditional market research that is derived from studies or surveys, Visible® examined the voices of the social web -- pulling analytics from an unbiased pool of opinion hosted on the Internet. Over a three-month period, Visible examined 125 million posts -- separating the online conversations by gender, purchase intent and channel type.
"Advertisers looking to stay current in today's rapidly changing consumer marketplace need to follow their desired customers to the places where they're most likely to share their intent with others," said Carly Wilcox, director of professional services at Visible. "Whether it's beauty products or sports paraphernalia, women are powerhouse purchasers and the sluggish movement of the marketing mass to capitalize on such an active group is a huge oversight in the industry."
Among those in advertising, it is a well-known fact that women make over 80 percent of all consumer purchases ranging from automobiles to health care while additional research states that 91 percent of women feel misunderstood by advertisers. Against that backdrop, in Q4 2011, Visible used their Visible Intelligence® platform to dissect the sentiment behind purchasing conversations, the demographics behind those online opinions and the mediums most frequently used to express buying intent. Of the 125 million posts they examined, 17 percent indicated the desire to purchase a product. Within that subset, a staggering 69 percent of posts were composed entirely by female users.
From there, Visible studied the social platforms used most frequently to express purchase intent. Sweeping the online conversation with over 44 percent of the total share of voice, Twitter was the channel of choice for women to show off or express interest in the latest products. Blogs and forums trailed the landslide winner, but still maintained a stronghold with 27 and 26 percent of the purchase voice respectively. However, even more telling than the initial usage statistics were the types of conversations happening within each medium. While Twitter was more frequently used to showcase a recent purchase, most women turned to blogs or forums to debate, discuss and reveal future purchasing plans. The distinction hold an important key for marketers hoping to reach this demographic -- while emphasis on the culturally popular social media outlets is where most brands are focusing their attention, the tried-and-true blog and forum space proved to be the most valuable outlet for companies hoping to influence an upcoming purchase decision.
"Women make a significant percentage of the purchase decisions and yet marketers are still struggling to understand them or what motivates them to buy," said Jason Falls, social media expert and CEO of Social Media Explorer. "We live in a consumer generated content market where online conversations -- including reviews of products -- are often spread virally without any input from the advertiser. Companies who continue to ignore those engaging in these social discussions -- and more importantly ignore where these conversations are taking place -- are missing a subset of potentially loyal brand ambassadors. Visible's data has shown that the sole emphasis on Facebook or Twitter to target women is truly missing the mark."
While products surrounding family and children comprised most of the online chatter, Visible also noted the increased influence of women in other unexpected conversation areas, including sports -- which held a 69 percent male share of voice, but also a surprisingly strong 31 percent female contribution. The influence of women in the marketplace and their distinct authority on the social web only continues to grow as showcased by the Visible findings.
Interested parties can view the webcast and find more information on the Visible Intelligence data at: http://www.visibletechnologies.com/landing/what-she-said/
About Visible Technologies
Visible is the leader in social media monitoring, analytics, engagement and social performance dashboard solutions for the SMB and enterprise markets. From VI-LITE, a solution for the SMB market, to Visible Intelligence, an enterprise solution and V-IQ a social performance dashboard, Visible delivers big improvements in competitive and brand intelligence, marketing ROI and customer insights through software and services that activate brand communities at internet speed and enterprise scale.
Visible®, Visible Intelligence®, VI-LITE and V-IQ are registered trademarks of Visible Technologies, Inc. All other trademarks are property of their respective owners. Other product or company names mentioned may be trademarks or trade names of their respective companies.
Barokas Public Relations for Visible Technologies
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