The online activity of women reflects their roles as family planners, caregivers and primary product purchasers.
Women now represent 85 million internet users, accounting for half of all people online. But where can advertisers and marketers best reach women on the web? Their diverse interests and roles in life are reflected by the types of sites they frequent online.
Women are industrious online citizens with jobs to do, families to manage and decisions to make. They wield enormous economic power as product buyers, family planners and influencers of purchase decisions. Their online behavior illustrates their involvement in family "infrastructure" issues such as shopping, planning, healthcare and more.
- Top gaining categories among women in March 2006 versus a year ago included: Multimedia (up 34 percent to 43.7 million visitors), Classifieds (up 33 percent to 14.7 million visitors), Radio (up 24 percent to 18.4 million visitors) and Maps (up 16 percent to 32.4 million visitors).
- As primary shoppers for their households, it's not surprising that women comprise more than half the total audience at retail sites including JCPenney sites (61 percent), Federated Department Stores (60 percent), Overstock.com (56 percent) Target (56 percent) and Wal-Mart (55 percent).
- Their role as caregiver is also evidenced by the fact that more than half of all visitors to Web MD Health and the National Institutes of Health sites are female.
| Top Gaining Categories Among Women by Percent Change March 2006 vs. March 2005 Total U.S. - Home, Work and University Locations | ||||||||||||||||||||||||||||||||||||||||||||||||||||
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| Source: comScore Media Metrix | ||||||||||||||||||||||||||||||||||||||||||||||||||||
| Top Internet Properties by % Composition of Women March 2006 Total U.S. - Home, Work and University Locations | |||||||||||||||||||||||||||||||||||||||
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| Source: comScore Media Metrix |
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