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BizReport : Research archives : May 25, 2009

Study: Women spending 40% more time at home

Solutions Research Group is releasing the numbers from their recent "Women & Digital Life" research study. Over the course of several weeks, researchers interviewed more than 2,000 women from different stages of their lives - teens, young couples, moms, empty nesters and those just starting out in life. One of the most interesting findings is how the recession is impacting women.

by Kristina Knight

Researchers found that just over 40% of women are spending more time at home - cooking, spending leisure time and even entertaining friends. Women are spending more time online (58% increase in online time) and watching television (38% increase) and spending less time shopping with friends (52% decrease), leaving the house to go to the gym (30% decrease) and nearly 30% say they are even sleeping less because of the recession.

For advertisers, this is an interesting study because, while women are watching television and going online, the fact that they are cooking more at home and shopping less means less money in the marketplace. This could be a misconception, however, because women are spending more time online. Whether looking for work, surfing to their kids' favorite hotspots or checking out the latest online deals, women can't stop shopping for their families entirely. Perhaps by shopping online, women feel they can stay within a budget better. Or by cooking at home, there is more money left for smaller splurges.

The bottom line is that women are going online to connect with other women, which means more traffic to female-centric sites and the potential for more online shopping revenue - if the deals are right.

Tags: female demographic, online research, Solutions Research Group

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