BlogHer’s 2011 Social Media Matters Study (co-sponsored by Ketchum) found that new digital platforms, such as online and mobile technology, are making more people into early adopters. For example, after only two years, sites like LivingSocial and Groupon are being used by 51 percent of women, 22 percent of women are using mobile gaming, and after a couple of years, 16 percent of adults online are using Foursquare and Gowalla, a milestone that took Twitter twice as long to reach.
The study was conducted in March 2011 and used two groups of respondents: a general population of 1,771 U.S. adults and 2,861 respondents from the BlogHer network. The respondents were a mix of men and women with the number of women far outweighing the men.
The study also found that women are more motivated to make a purchase by a blogger they trust (20 percent) than a celebrity (13 percent) and 47 percent of blog readers use these outlets for new trends and ideas. The entire Slideshare of the study is available here and after the jump.