Women Trust Word-of-Mouth Recommendations From Their Friends [Infographic]

When it comes to peer influence on social media, word-of-mouth is the most powerful way to impact the purchasing decisions of women.

Social media marketing is constantly picked over and analyzed in an attempt to distill the formula. But old-fashioned word-of-mouth recommendation still leads the pack in getting consumers to try out a product, particularly among women.

According to a study from Ladies Home Journal, influence from female peers is age agnostic. Of those surveyed, 82 percent often share their opinions on products and services and 79 percent have made a purchasing decision based on the experience of someone they know. So be sure to respond quickly to online customer service requests to avoid bad press.

Peer recommendation remains the most-heavily weighted form of advertising among women, with 84 percent of survey responders ranking it highest. Advertising on branded websites came in second at 69 percent and banner ads came in lowest at 42 percent.

As for what women sought advice about, 79 percent would ask a friend about food and beverage items, and 28 percent would buy or strongly consider buying something after talking to a friend. Trips and travel were second with 68 percent and third was home furnishing at 61 percent. Nineteen percent of those inquiring about home furnishings would buy or consider buying something immediately after chatting with a friend.

So perhaps when designing social media campaigns, consider seeking testimonials from your most-active users and fans. Their word means a lot.