Put Her in the Driver's Seat: Social Tools Empower Women's Car Buying Process

BlogHer.com and J D Power asked both men and women to describe their range of emotions while going through the automotive purchasing cycle. Both genders listed “excited” as the primary emotion with men at 71% and women at 74%. Women were also more nervous (53%) during the process than men (42%) and less confident (30%) than men (37%).

However, when we filtered the same question results through those who had used either blogs or social networks to help with car information prior to purchase, the results were dramatically different. Those women who used blogs for auto advice had their excitement level increase by +13%, while confidence for the blog users went up by a delta of +8 percentage points. At the same time “nervous” and “stressed out” levels decreased somewhat among Blog users. Women who used social networks for auto advice also had increased excitement and confidence levels.