are far more likely to use the Internet for research or information-gathering
than for fun or entertainment, according to the Internet Research
Group. More than half of online women (54%) log onto the Internet
primarily to gather information or do research, while 1% go online
mostly for entertainment.
research indicates that women don't view the Web as an entertaining
medium in the same way they view TV or even print publications.
When they go online, women are likely to be seeking solutions
to problems or tips that will make their lives easier. Many say
they don't have time to read puff pieces
on websites, including those designed for women, even though they
don't express the same feelings about lighter fare on TV or in
women shop online, their chief goals are to save time and money,
and many are seeking specific product information rather than
simply browsing. Nearly half of online women (47%) search for
product reviews or recommendations on the Web.
despite women's complaints that they don't have time to read fluff
online, a significant percentage read electronic newsletters from
merchants (44%) and click on links e-mailed by merchants (30%).
This suggests that informational online marketing may be effective,
even with women who feel pressed for time.
are more likely than men to gather health-related information
online, according to a separate study by Datamonitor. More than
four in 10 American and European women (44%) search the Internet
for health information, compared to under a third (32%) of men
who do so.
office is becoming an increasingly important place for women to
log on, according to a separate study by Neilsen/NetRatings. Although
male office users outnumber female office users, the number of
women who use the Internet at work is growing faster than the
number of men who do so. The number of female office workers who
use the Internet at work rose 23% between August 2001 and August
2002, to a total of 20.4 million. The number of men logging on
from work grew 12% to 25.3 million.
spent about 27 hours online at work in August, and logged on an
average of 50 times. Online use at work peaks between 10 am and
12 pm, while usage at home peaks at 8 pm. Women outnumber men
for at-home usage.
(Provided by: Marketing To Women, October 2002)