O resumo executivo pode ser acessado aqui, no formato PDF.
http://www.blogher.com/files/Social_Media_Matters_2010.pdf
“The days of relying on one source for information are over. Online peer-to-peer advice on message boards has increasingly become one of the most valuable sources for product recommendations. Marketers cannot afford to overlook this captive audience.”
BELMONT, Calif. & NEW YORK--(BUSINESS WIRE)--The BlogHer-iVillage 2010 Social Media Matters Study, co-sponsored by Ketchum and the Nielsen Company, indicates that 73% of online women are now active social media users, engaging weekly or more often with top social media platforms. Social media is playing an increasingly important role in the everyday lives of Americans, particularly when it comes to getting advice on consumer products, according to the new survey released today, with many consulting blogs or message boards before making purchases.
Key findings from the study include:
* Blogs are second only to Internet search as the preferred media source for product purchasing information for BlogHer Network users
* Blogs dominate the attention of BlogHer Network users (96% read blogs weekly or more often)
* BlogHer users are significantly more active with all three top social media platforms vs the average woman online (Blogs, Facebook, Twitter)
* Message boards/forums are second only to conversations with friends and family as the preferred source of product purchasing information for iVillage community users
* Among the iVillage community, 73% say that they are sharing topics on message boards/forums that they would not share on social networks. Of those, Relationships (61%), Health (45%) and Work-related (39%) issues were the top topics they would not share on social networks
* Over one third (33.6%) of iVillage community members post on message boards/forums every day
Artigo completo no link abaixo.
Fonte: (businesswire.com)
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