Women’s Space 3

Women’s Space 3 is the latest instalment of IPC’s in-depth study of women’s online journey, covering everything from their online proficiency to their attitude to advertising.

The study utilises both qualitative and quantitative research methods to bring women’s internet behaviour to life.

In this third wave of research, we identified 5 main ways women’s online behaviour is changing over time.

1. Women are using the internet more

They are going online more often
• 83% of women use the internet at least once a day (personal usage) – an increase of 12% year on year

And spending more time online
• The amount of time spent online per session for personal reasons has increased by an hour since last year

2. Women’s online knowledge is increasing

Proficiency and confidence is increasing as women do more and more online
• The number of online veterans (experts) has increased from 14% in 2008 to 21% in 2009

Women’s reliance on the internet is also growing
• 86% say the internet makes their lives easier, up 12% year on year
• 73% find the internet addictive, up 11% year on year

3. More online shopping!

Online shopping continues to grow and is a fundamental part of nearly all women’s purchase behaviour
• 93% of women have bought a product/service online
• 82% of women use the internet more nowadays to find the best deals and offers

4. Women are going online more for leisure

Communication and information continue to be the main overall online drivers, but non-functional drivers are increasing
• Using the internet for relaxation, entertainment and for company/filling time are 3 of the top 5 activities done online at least once a day

5. Women are more sociable online than ever before

Women are increasingly relying on the views and recommendations of others
• 54% value other peoples opinions and contributions online
• 55% of women have decided not to buy something after reading a bad online review

For more information please contact:
Louise Osilaja, Insight Manager 0203 148 3635 louise_osilaja@ipcmedia.com