Web Wise Women
Broadband is making the internet a much more convenient and attractive medium for ABC1 women. The popularity of the internet - in particular with premium women - is a trend no-one in the media and marketing industry can afford to ignore. Conducted by IPC Southbank, Web Wise Women offers a real understanding of how premium women use and more importantly feel about the internet.
Web Wise Women provides insight into how today's women are leading multi-role lives and because of this have evolved to multi task their media. The research gives us an understanding of how online fits into their lives, how important the internet is to them and what they are using it for.
SouthBank's Web Wise Women questioned more than 4,000 ABC1 women and discovered an obsession with the internet, with almost 79% claiming they couldn't live without the medium. The study highlights how the internet is enhancing women's lifestyles in three key ways namely convenience, control and community. It also discovered that they are spending more time online than ever before: almost three quarters of respondents said they spent more time online compared with last year.
The majority of premium women have shopped on the internet, spending £840 on average in the last 12 months, and use the internet to research products before buying them elsewhere. The study also highlights their favourite search topics and what they are purchasing online.
IPC Southbank's Web Wise Women research will be repeated every quarter.
If you require any further information regarding the research then please contact Lynne Springett 020 3148 7634 lynne_springett@ipcmedia.com
