BlogHer and Create with Context Partner to Study the Behavior of Female Internet Users

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Findings to Influence Both Companies As They Consider the Types of Digital Products and Services Women Want

Create with Context, a leading digital products research and design consultancy, and BlogHer, the leading participatory news, entertainment and information network for women online, today announced their intent to team-up on a research project. With an eye on the massive global market of products and services tailored to women, the companies have initiated a joint study to better understand the behavior of women as they shop and share online.

The female demographic represents a $7 trillion dollar market in the US alone. But what motivates women to purchase products from one Web site over another, or to exchange personal information with fellow Internet users via a social networking site, remains a mystery. Through their research and existing familiarity with the online female demographic, BlogHer and Create with Context hope to shed new light on these motivations, and in the process illuminate the barriers and benefits that impact women as they interact with e-commerce and social networking websites.

The joint study will include hundreds of women of varying ages, lifestyles and geographic regions. The results are expected to influence both companies as they consider the types of digital products and services that will appeal to female Internet users.

“BlogHer has a unique appreciation for the issues that influence where, when, why and how women shop and share online,” said Ilana Westerman, co-founder and CEO at Create with Context. “But our research can take this understanding to another level. The combination of research and product design thinking should help BlogHer to more closely connect with its audience.”

“BlogHer is excited to partner with Create with Context to delve deeper into how women feel about and act upon their online shopping experiences,” said Elisa Camahort Page, co-founder and COO at BlogHer. “We expect to glean new insights about the intersection of women’s ever-more-avid use of online and social media tools and technologies, and their well-established control of the household purse strings!”

About BlogHer
Founded in February 2005 by Elisa Camahort Page, Jory Des Jardins and Lisa Stone, BlogHer’s mission is to create opportunities for women who blog to pursue exposure, education, community and economic empowerment. BlogHer is the leading participatory news, entertainment and information network for women online and creates opportunities for its members via a community hub (http://blogher.com), annual conferences and a publishing network of more than 2,500 qualified, contextually targeted blog affiliates. BlogHer provides the highest quality content on a range of topics, with all blogs continually edited to meet strict editorial standards, including content quality, category relevance and blog frequency. BlogHer enjoys a strategic partnership with iVillage, part of Women@NBCU, which includes other NBC Universal brands including Bravo and Oxygen. BlogHer’s investors include Venrock, GE/NBC Universal's Peacock Equity Fund, and Azure Capital Partners.

About Create with Context
Create with Context is a strategic research and design consultancy focused on creating innovative digital products. The firm’s unique approach, coined “calculated innovation,” draws on a deep understanding of people, context and technology to help clients create successful products that are grounded in customer needs. Create with Context offers a broad set of innovation services tailored to help companies at any stage in the development process, including making existing products easier to use, defining next-generation products and entering entirely new markets. Based in Silicon Valley, Create with Context provides innovation services across web, mobile, consumer electronics and desktop software to a variety of clients including emerging technology startups, government and the Fortune 500. For more information, visit http://www.createwithcontext.com.

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Elaine Wu
BlogHer, Inc.
650-551-1364 ext. 245
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