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SheSpeaks iVillage Shopper Study Report

SheSpeaks iVillage Shopper Study Report

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Published by: joshmckay on May 11, 2010
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May 11, 2010
Women and theDigital Path toPurchase
Aliza FreudCEO & Founder, SheSpeaksaliza@shespeaks.com 
© SheSpeaks, Inc. All rights reserved.
© SheSpeaks, Inc. All rights reserved.
Study Overview
This study was an online survey among a random sampleof women from the SheSpeaks panel, fielded in March31-April 2, 2010. 1,581 U.S. women participated.
© SheSpeaks, Inc. All rights reserved.
Women take initiative to use the Internet to make shoppingdecisions.
81% of women have visited a superstore website in the past month, 70%visited a food/beverage brand website and 69% visited a health/beauty brand website. They also actively read email newsletters they receive from companies (61% read emails from food/ beverage brands, 55% from health and beauty brands and 53% from superstores).
Whether from online or offline sources, coupons and other consumers’ opinions are the top influencers of purchase decisionsof food/beverage, health/beauty and household products.
Onlinecoupons (68%), store coupons (66%), consumer reviews on shopping sites (61%) and recommendations from friends (59%) are the top influencers. Rates of influence are virtually identical for coupons and for consumer opinions from online and offline sources. Sixty  percent also say that online coupons are more influential on their purchases now than oneyear ago and 51% say consumer reviews on websites are more influential.
Newspaper coupons are the most influential type of coupon, andonline coupons and coupons from at-home mailers are equallyinfluential.
47% of respondents say that newspaper coupons are most influential, and online coupons and at home mailers are most influential to 19% of respondents. Younger women (under 30) are less influenced by newspaper coupons (38%) and more influenced by both at-home mailers (30%) and online coupons (21%). This data, coupled withcoupon.com’s report that online coupons savings grew 178% in 2009, suggests a shift in how women are finding coupons, and that this shift is being led by younger consumers.

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