Web Wise Women 3

Exploring the role of the internet in purchase decisions

Drawing on three bespoke studies conducted by IPC Insight, it explores women’s online behaviour and how the internet enhances their lives, particularly in their online decision-making and purchasing process.

Women are the fastest growing online audience and particularly dominate in the 18-49 year old age groups. For women, content is king - they are using social media to communicate with friends, share information and voice opinion.

Here are a few key highlights from IPC
Southbank’s Web Wise Women 3:

• Upmarket women have increased accessibility to the web. 89% now have a broadband or wireless connection home, making the internet fit in at a time convenient to them and in the comfort of their own home.

• The internet plays an integral part at all three stages of the decision-making process – awareness, research & purchase. Empowerment allows women to make informed decisions at each stage. 84% of upmarket women turn to the internet to keep informed.

• Not only does the internet provide community, convenience, and control in their busy lives, it also provides valuable content. Over 6 in10 are now more likely to consult reviews written by other web shoppers before making a purchase, which strengthens the messages conveyed by a brands own opinion.

• Content is also crucial when considering online advertising. 6 in 10 are more likely to respond to an ad online if it is relevant to the content of the website they are visiting.

• The credit crunch does appear to be making internet users more cautious in their purchases, although over half of consumers said their online spending would either not be affected, or they would actually increase their online purchasing.

• ABC1 women are regular shoppers online, spending an average of 17 times online a year. Upmarket women are more likely to do most of their shopping online (index 115).

• Advertisers can utilise the trusted relationship that branded sites, such as IPC Southbank websites, already have with their consumers and benefit by association - 3 in 10 agree they trust ads on branded sites more than portals.

For more information and to see the full study lease contact: Lynne Springett, Group Head of Insight: 020 3148 7634 lynne_springett@ipcmedia.com