Blogging has become one of the mainstream methods of communication, especially among women. According to a 2008 social media study, “The BlogHer/Compass Partners” by Susan Wright, 104 million women in the United States ages 18-75 are actively participating in social media, whether it be publishing or reading blogs. 36.2 million women participate in the blogosphere weekly, 15.1 million women are publishing at least one post weekly, and 21.1 million women are reading or posting comments to blogs weekly.
When it comes to encouraging female blog readers to purchase a product based on information contained in a blog post, 29% said they would buy it. However, surprisingly enough, 28% said they had decided not to buy something based on a blog post, so the blog influence is influencing female consumers in both ways. Half of female blog readers attested that blog posts have no influence over their purchase decisions.
Understanding how blogs influence female consumers is important for those who are trying to advertise to women. Blogging can certainly influence purchases, but they must provide the right kind of information.