Forget diamonds — these days blogs and bloggers are a woman's best friends. As part of the POPSUGAR 2015 Blog Influence Report, we partnered with CJ Affiliate by Conversant to understand the role that blogs and bloggers play in women's shopping and purchasing decisions by surveying over 2,500 visitors to POPSUGAR and ShopStyle.
First, we discovered that blogs can represent a critical first (or last) stop in a woman's shopping journey, with 86% of women consulting a blog for a recommendation or review prior to making a purchase and over 30% of women doing so frequently.
We learned that women form emotional relationships with the bloggers they follow and establish trust in the bloggers' opinions and reviews of products. Over 86% of women are more likely to buy a product that has been reviewed or mentioned on a blog, and nearly 79% of women have been swayed to not purchase an item based on a negative review of the item on a blog they read.
This influence extends to social sharing as well, as women want to share the good and the bad. Sixty-eight percent of women are likely to share a brand or product with friends or family after first discovering it on a blog.