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BizReport : Research archives : July 11, 2007

Women at a loss without web access

The Internet is fast becoming a woman’s best friend and a week without being able to log on would disrupt the lives of many females, according to a recent report from Burst Media.

by Helen Leggatt

burst%20media%20logo.gifFemale Internet users in the U.S. aged 25 years and over are so reliant on the Internet for researching products and information that 66 percent would suffer disruption to their daily routine if they were unable to log on. Nearly half, 43.6 percent, would be significantly inconvenienced, according to Burst Media’s “Online Insight” report, published in June, 2007.

Just over half of the 1,800 women surveyed had made an online purchase in the last six months. Thirty-five percent of women had made a travel-related purchase whereas 32.4 percent made an adult clothing purchase and 27 percent bought health and beauty products.

"Advertisers must keep up with women’s changing media habits," said the report. "The internet expands marketers’ ability to reach women adjacent to great content, and to cost effectively increase the reach and frequency of their media buys."

A woman can also find her other best friends, diamonds, for sale online as De Beers recently launched its first transactional website.

Tags: Burst Media, females target group, online access

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