About Harbinger
Harbinger is the marketing consultancy and communications company focused on women. Our broad and deep understanding of women and our proprietary processes and tools ensure we deliver the best strategic approach and strongest possible marketing programs to meet client objectives.The XX Factor: Harbinger's consumer insights that help marketers connect with women.
According to the Consumer Electronics Association (CEA), women influence 90 percent of consumer electronics purchases. With Home Electronics high on many holiday wish lists, The XX Factor takes a timely look at the dynamics of word-of-mouth among women in this category.
From Harbinger's Women and Word-of-Mouth study
Learn more about the research details from our news release.
Download our in-depth profile of the Home Electronics category (PDF document).
Topline analysis
- High level of interest in information matched by a willingness to share information and opinions
- Top category for women reading online reviews and third most likely category for women writing online reviews
- Strong mix of traditional (offline) and non-traditional (online) channels at play in how women get and spread the word
% Women who say it's important to find/share information on Home Electronics
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% Women who read vs. write online reviews of Home Electronics
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Top 5 sources women rely on for information/opinions on Home Electronics
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Why women seek and share information/opinions on Home Electronics
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