Women’s Online Habits Study

    November 7, 2008

Want to know how to reach female shoppers online? Well a recent study might just give you a bit more of an insight into how.

A study by Microsoft with Ogilvy Chicago and Mindshare has given us some insight into the behavior of women online.

Beth Uyenco, Global Research Director of Microsoft’s Advertisers and Publisher Solutions explains more:

"We sought to answer the burning questions keeping brand managers and advertisers up at night: How are women in the digital age different from women of past generations? How can brands leverage digital media to deepen relationships with them? Are we moving fast enough? What we uncovered was unexpected and unconventional insight: Even the most low-interest categories such as toilet paper can apply their digital advertising agenda to reach and impact women."

Here are some of the interesting findings from the study:

  • 16 percent of the women surveyed were found to have a higher propensity to shop, communicate and employ digital devices.
  • 86 percent pass along interesting "finds" to others.
  • They view tools such as rewards, loyalty cards, cell phones, coupons via the computer, TIVO and DVR, video on demand, opt-in daily e-mails, and handheld wireless devices to be "blessings" in their lives.
  • If forced to, they would "throw out" their television or cell phone first; only 11 percent would throw out their personal laptop.
  • E-mail is overwhelmingly, 85 percent, the most important tool.

If you would like to know more findings from the study then simply click here.
Will these finding make you change your strategy when promoting your business online to women? I would be interested to learn more about who markets their business differently to the different genders.