NetBase Retail Report: The Buying Influence of Social Channels in Fashion: Twitter Not as Influential as Blogs Among Fashionable Female Consumers

NetBase, the Social Intelligence Company, today announced a retail report that reveals the most influential social platforms among fashionable women. Based on a study of 1,005 women across the United States with profiles on at least one social network, NetBase uncovered the two most powerful segments of female shoppers and the three social channels that influence them most. When making fashion purchases, these two groups look primarily to Facebook, message boards and blogs, and Pinterest for inspiration.

Through the survey data, NetBase identified two groups of female shoppers where social media impacts buying behavior most:

  • “Fashionistas” (28 percent of respondents) are female social media users who strongly agree with the statement, “Fashion and beauty are extremely important to me.”
  • “Social Shoppers” (15 percent of respondents) are female social media users who strongly agree with the statement, “The brands and products my friends use influence my own purchase decisions.”

Key Survey Findings

  1. Facebook
  • Fashionistas and social shoppers are more likely to have Facebook profiles over all other social networks. However, fashionistas look to fashion blogs and message boards most for inspiration.
  • Facebook inspires fashion decisions in at least one product category (eg: casual clothing, fine jewelry or cosmetics) for 72 percent of social shoppers and 56 percent of fashionistas.
  1. Blogs and Message Boards
  • Before making a purchase in at least one product category, 62 percent of fashionistas and 64 percent of social shoppers consult message boards or blogs for inspiration.
  1. Pinterest
  • Approximately one half of both fashionistas and social shoppers look to Pinterest for inspiration, demonstrating the promise of visual marketing.
  • Pinterest influences 27 percent of fashionista buying decisions in special occasion clothing, costume jewelry and casual clothing.
  1. Instagram
  • Instagram inspires decisions in at least one fashion category for 42 percent of women in the 18-29 age group.
  1. Twitter
  • Even though 75 percent of social shoppers and 66 percent of fashionistas have profiles, Twitter is not a major influencer on fashion decisions.

“Since women account for more than 85 percent of all consumer purchases in the US, these two segments are valuable customers to own because of their buying power,” said Lisa Joy Rosner, CMO of NetBase. “This study contains many valuable insights for fashion brand marketers including the importance of listening to public Facebook conversations and brand pages, and identifying and engaging with high traffic blogs and message boards to influence the buying decisions of fashionistas and social shoppers.”

The full report titled, “Social Channels of Influence in the Fashion Industry: A Consumer Study” including “The Key Takeaways: Four Things You Should Start Doing Today” and can be downloaded here and the corresponding infographic can be viewed here.


To understand how social media influences women’s fashion purchases, NetBase commissioned Edison Research to survey a representative sample of women over 18 years of age in the United States who have a profile on or more social networks. The sample of 1,005 women was collected in May 2013 and is weighted to the national U.S. population of adult female social media users.

About NetBase

NetBase delivers the social intelligence that global brands and agencies use to publish, monitor, analyze and engage with customers in real time. Using a high-precision natural language processing (NLP) engine our platform processes billions of social media posts to extract structured insights delivered via customizable dashboards. Our solutions enable digital marketing, public relations, brand management, customer service, sales, and product innovation leaders to craft winning strategies faster. Clients include Coca-Cola, Kraft, Kenneth Cole, Estee Lauder, ESPN, McCann Erickson and Yum! Brands. NetBase solutions are sold globally by SAP AG and J.D. Power & Associates. For more information, visit www.netbase.com, @NetBase, on Facebook page, LinkedIn, or YouTube.

About Edison Research

Edison Research conducts market research and exit polling, providing strategic information for businesses and media organizations worldwide. With an expertise in both quantitative and qualitative research, Edison works with many established corporations looking to keep their edge or expand, as well as young companies just starting to develop their businesses. Edison offers expertise in telephone, Internet and in-person research as well as focus groups and dial testing. Edison Research has been the sole provider of exit poll information to the six major news organizations – ABC, CBS, CNN, FOX, NBC and the Associated Press – since 2003. Edison has conducted exit polls and collected precinct vote returns to project and analyze results for every major primary and the general election from 2004 to the present, including the recent 2012 Presidential election.