Topline analysis

• The Appliance category inspires perhaps the most active word-of-mouth of any category examined by Harbinger's Women and Word-of-Mouth study, based on its importance for seeking information and the likelihood that it will spark a sharing of opinions.
• While family and friends are the most trusted source of information for this category, web sites (non-company review sites and company sites) factor strongly into women's decision making on appliances.
• Lifestages who are most likely to be settled into homes (Back to Me, Career Graduates) or who are generally the most active in word-of-mouth (New Moms) are the most interested in seeking out or sharing information and opinions on the Appliance category.
• Findings for the Appliance category are consistent with overall findings from the study, which suggest women are most active discussing products that involve larger investments and allow for a deeper discussion of features or benefits.