Moms Turn to Social Media When Buying Electronics, CEA Study Finds

Two in Three Read Online Reviews, Information Before Making Buying Decision

ARLINGTON, Va.--()--A new study from the Consumer Electronics Association (CEA)® reveals that most moms use social media to share and review opinions of technology products and retailers to make informed purchasing decisions.

“As the main purchase decision makers in the home, women with children represent a crucial demographic for marketers,” said Ben Arnold, senior research analyst, CEA. “To make more informed decisions, many moms turn to social media sites including blogs, message boards and product fan pages to research products and get first-hand product reviews and recommendations.”

As detailed in CEA’s research brief, Moms and Social Media: Influencing CE Purchases, 64 percent of moms have read information posted about consumer electronics (CE) products and retailers. Among these moms, nearly two in three purchased a CE device as a result, and 51 percent recommended friends or family make a purchase. Comparatively, just 43 percent of all online adults have recommended that someone they know buy a CE product after reading information online about it.

Online conversations have the power to deter purchases as well, as 51 percent of moms reading information about technology products online have actually decided against purchase of a particular CE product based on what they read. Nearly four in ten recommended others not make a purchase based on what they had read.

“Online moms are a particularly important consumer segment as they are both active on social media sites and possess substantial buying power and influence,” said Arnold. “As social media continues to evolve, it is essential for companies to embrace brand evangelists to further extend the reach of their marketing initiatives.”

According to the study, one in three moms have posted reviews, opinions or experiences about electronics products and retailers in the past 12 months, compared to just a quarter of all women online.

Moms who post information online about CE tend to be affluent and interested in technology. Half are early adopters, and one in three has a household income of $75,000 or more. U.S. moms spend an average of $822 on CE products each year and account for more than half of their household’s total CE spending.

Moms and Social Media: Influencing CE Purchases is a specialized brief based on CEA’s recent Online Social Media Habits of Consumers study. The quantitative study was administered via Internet Web form to an online national sample of 985 U.S. adults between August 4-14, 2010. The study was designed and formulated by CEA Market Research, the most comprehensive source of sales data, forecasts, consumer research and historical trends for the consumer electronics industry. Please cite any information to the Consumer Electronics Association (CEA)®. The complete study is available free to CEA member companies at members.CE.org. Non-members may purchase the report for $299 at myCEA.CE.org.

About CEA:

The Consumer Electronics Association (CEA) is the preeminent trade association promoting growth in the $170 billion U.S. consumer electronics industry. More than 2,000 companies enjoy the benefits of CEA membership, including legislative advocacy, market research, technical training and education, industry promotion, standards development and the fostering of business and strategic relationships. CEA also sponsors and manages the International CES – The Global Stage for Innovation. All profits from CES are reinvested into CEA’s industry services. Find CEA online at www.CE.org.

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Contacts

Consumer Electronics Association (CEA)
Steve Kidera, 703-907-4358
skidera@CE.org
www.CE.org
or
Megan Pollock, 703-907-7668
mpollock@CE.org

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Contacts

Consumer Electronics Association (CEA)
Steve Kidera, 703-907-4358
skidera@CE.org
www.CE.org
or
Megan Pollock, 703-907-7668
mpollock@CE.org