Articles

18.1.2011 "Mommy bloggers" boost brands

Beauty brands that effectively engage "mommy bloggers" stand to gain substantial benefits covering everything from word of mouth to purchase intent, a study has argued. BlogHer, a leading portal for this audience, and DeVries Public Relations surveyed 1,074womento acquire an insight into their habits and attitudes. Some 48% of interviewees were between 35 and 44 years old, and 13% came from the 45-54 year old segment. Three-quarters of panelists read and wrote blogs, indicating an above-average interest in this form of new media. Despite this, 55% of the sample had bought cosmetics products in a physical store in the last 30 days, slipping to 13% regarding the web.

These totals reached 56% and 5% concerning haircare, measured against 47% and 12% in turn in reference to skincare offerings. Mass merchants such as Target and Wal-Mart claimed the majority of offline purchases, recording 55%. When shopping via the net, 17% of females preferred branded beauty platforms, but just 3% afforded department store sites a similar status. Overall, 63% of those polled agreed blogs had inspired them to make a category purchase in the last six months, compared with 26% delivered by magazines.

B.L. 18.1.2011