Research: Blogs Driving Offline Beauty Purchases

A survey conducted by BlogHer, the network focused on women and social media, and DeVries Public Relations found that blogs and online research are driving beauty purchases. The survey, titled “Beauty is in the Eye of the Blog Holder,” found that blogs are more than twice as likely to inspire women to buy a beauty product than magazines (63 percent versus 26 percent). However women are four times more likely to make the purchase offline.

The survey of 1,074 women was conducted in October 2010. Forty-eight percent were 18-34 years old; 31 percent were 35-44 years old; and 13 percent were 45-54 years of age. In addition, 75 percent of respondents were both blog readers and writers. According to the BlogHer site, the findings are similar to those of another recent study the organization conducted, “although the BlogHer audience was more likely to utilize social networking.”

[Image via The Daily Mail.]