iVillage Study: Women's Online Communities Trusted Far More than Social Networks

Women trust other women, but not so much for social networks. That’s the basic premise behind Women Like Me, a proprietary study from iVillage, conducted with Burke. Among its findings:

• 51 percent of respondents said they trust women’s online communities for information on products and brands, compared with 14 percent of social-network users who trust social networks for the same purpose.

• 47 percent of women’s community users say women’s online communities provide connections to the right people for advice on products and brands, versus 16% of social-networks users.

• Women’s communities were the highest-rated measured channel by their users in terms of trust, at 49 percent, with portals at 46 percent, and social networks tallying just 24 percent.

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