Good Experiences Motivate Women to Share Product Info - eMarketer
« Return to Mobile Website

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Good Experiences Motivate Women to Share Product Info

Females care more about relating positive vs. negative word-of-mouth

October 22, 2010

Marketers looking to spur brand advocacy among women—or those worried about the possibility of negative brand buzz facilitated by social media—have another piece of evidence that good experiences are a key motivator of brand discussions.

A survey of online women in North America by female-focused marketing and communications firm Harbinger found that 92% of them turn to friends and family for product information, making word-of-mouth their top source. They consider it important to seek and share information on a variety of product categories, with appliances, restaurants, automobiles and entertainment leading the list.

In the food and beverage category, which more than two-thirds of female internet users said they were likely to share information about, 58% said they would do so because of a good experience. A bad experience would motivate 46% of respondents to speak up.

Top 5 Reasons Female Internet Users in North America Seek and Share Information on Food and Beverages, Spring 2010 (% of respondents)

Experiences with appliances—which 80% of women surveyed said they would spread the word about—were even stronger motivators. Four in five respondents reported they would share good experiences with others, while just under three-quarters said the same of bad experiences.

Top 5 Reasons Female Internet Users in North America Seek and Share Information on Appliances, Spring 2010 (% of respondents)

In every product category studied, sharing good experiences, and often a desire to help other consumers make smart purchases, came ahead of sharing bad experiences as a word-of-mouth generator. A truly negative brand experience may still garner negative buzz online or offline, but the women surveyed were more inspired by the positive.

And despite the popularity of social media among women—and marketers' propensity to target them there and turn them into online brand advocates—those studied preferred to share information with friends and family face-to-face (92%). They were also more likely to share info in person with strangers or acquaintances (36%) than via a website (32%) or social networking site (27%).

Keep your business ahead of the digital curve. Learn more about becoming an eMarketer Total Access client today.

Check out today’s other article, "How to Socialize Customer Reviews."

TRENDING REPORTS

  • Go beyond the articles:

    coverage
    eMarketer Products

    You've never experienced research like this.

    SEE FEATURES »
  • Hear from our clients:

    coverage
    Customer Stories

    Nearly all Fortune 500 companies rely on us.

    READ MORE »
  • Want to learn more?

    coverage
    Contact Us

    Inquire about corporate subscriptions today.

    CONTACT SALES »