Three of four women say that consumer-electronics shopping is "very" or "somewhat" easy, but some aspects frustrate them. Forty percent get frustrated when talked down to while shopping for consumer electronics and a quarter of women voice confusion over whether to buy a warranty (28%), product complexity (27%) and too many choices (26%).

What most influences women's buying decisions? Ads? Celebrities? A mention in the media? Family and friends prove the most significant shopping influencers. This according to a recent survey by public relations firm Ketchum.

Ninety-one percent of women surveyed say friends and family give "very" or "somewhat" credible information in advising them on buying decisions for consumer-packaged goods, consumer electronics or food. This finding can prove critical to marketers eager to determine what influences women ages 25-54, the key decision-makers in the family, despite being pressed for time.

"Before women go shopping, they go CROPing, looking for CRedible OPinions," maintains Kelley Skoloda, Partner and Director of Ketchum's Global Brand Marketing Practice. "They trim research time by consulting a few close friends and family members, as well as experts, local news and magazines. These people offer credible opinions by validating research and helping to determine buying decisions. It's the intersection of two very hot marketing topics -- word-of-mouth and influencers."

The Ketchum survey results were presented during the 2nd annual M2Moms (Marketing-to-Moms) Conference, which focuses on growing business in the $1.7 trillion mom market.

For multi-minding women -- those who think constantly about and prepare for the multiple dimensions of their lives and mentally juggle an array of work, home and self-care matters -- the ability to use CROPing to inform buying decisions enables them to save precious time while researching their purchases, something most women do prior to buying.

The survey explored different lifestyle or life-stage segments and revealed what multi-minding women think across key areas:

-- Consumer-Electronics Shopping Is Easy, But... -- Three of four women
say that consumer-electronics shopping is "very" or "somewhat" easy,
but some aspects frustrate them. Forty percent get frustrated when
talked down to while shopping for consumer electronics and a quarter of
women voice confusion over whether to buy a warranty (28%), product
complexity (27%) and too many choices (26%).

-- Product Research Rules, But Impulse Buying Is Still Popular -- Seven in
ten women do research before making big purchases (72%), but only 35%
"rarely" buy on impulse. A quarter of women say they are the first to
try new products and services.

"The survey highlights insights that marketers can use to connect with busy and pragmatic women who want to simplify their lives and find more time for themselves," says Skoloda.

Multi-tasking female consumers have little or no time for commercial messages. They spend less time at single-focused pursuits, like recreational shopping or watching television. Research shows that fewer women than ever are browsing shopping malls, and when watching TV or cooking dinner, they may be working online simultaneously.

Ketchum's Women 25to54(SM) communication offering, developed by the agency's Global Brand Marketing Practice, encompasses a unique, four-phase program designed to identify, create and deliver credible messaging that connects quickly and completely to this important consumer group.