Survey Reveals Australian Women’s Social Media Habits

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A recent survey of Australian women online delves into social media habits, divulging some interesting points domestic retailers should seriously consider.

A recent survey has disclosed key insights into how Australian women interact with social media.

The Australian Women and Social Media 2011 Survey, carried out by Mum PR and Brand Meets Blog, was conducted via email, Facebook, Google+, Twitter, LinkedIn and Mum PR and Brand Meets Blogs’ personal and business blogs.  It polled 708 women in December, with 95 percent of respondents aged between 22 and 49.

A key revelation is the way in which women are utilising blogs.  With 92 percent of women online reading blogs, and 47 percent of businesswomen using blogs for marketing purposes, these online channels are demonstrating why they’re an ever important tool for retail businesses.

The survey also indicated that:

• 50 percent of respondents are running their own blog,
• 68 percent of respondents had bought something based on a blog review, and
• 43 percent of blog readers had researched blog reviews before making a purchasing decision.

“An incredible 75 percent of those who read blogs said a blog or blog post had changed the way they felt about their life,” shares Mum PR Director, Kellie O’Brien. “Parenting bloggers, especially, are often fearless in their writing, laying their hearts bare. It’s this that drives their readers back each day and why these once virtual mums groups are now thriving online communities.’’

O’Brien also adds that you only have to look at the fact 84 percent comment on blogs, proving the community aspect and interacting with like-minded women plays a large role in the blogosphere.

Australian women are increasingly turning to Facebook and Twitter too.  More than a third spend three or more hours on Facebook a day, with 72 percent of businesswomen capitalising on Facebook as a marketing tool, and 60 percent using Twitter in this way.   The survey showed that:

• 43 percent of Facebook users were updating statuses, sharing and interacting for five to 30 minutes,
• 24 percent of respondents already have a Google+ business page, despite the relative newness of this channel, and
• 61 percent of respondents had a profile on the more established linkedIn.

“While 2011 was the year social media went mainstream, 2012 needs to be the year businesswomen determine which platforms are providing them with the greatest return – and work them more effectively,” explains O’Brien.

Your Say

If your business targets women between the ages of 22 and 49, how do you make use of the social media channels in order to engage this audience?  And for the businesswomen reading this, how do you utilise social media for work?

Australian Women and Social Media 2011 Survey Results

Article by Elisabeth Lambert

Elisabeth is an editor and content creator for The Media Pad, publishers of Power Retail. As a writer and blogger, she is rapt that she is able to channel her passion for online retailing into Power Retail. She also loves writing about rugby, pop culture, travel and anything baby related. Having spent most of the last decade in Japan, Elisabeth still immerses herself in as much Japanese crazy as possible, and when she has time, Elisabeth likes to cook, ski and train for triathlons.

One Comment

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  • Kellie @ Mum PR
  • 17th January

  Thanks so much for sharing the data, Elisabeth. It’s really appreciated. Really well written too, by the way.

  Reply