Internet Top Media Choice for Women
April 29, 2004
By Scott Van Camp

The Internet is a leading media choice of women, and working women spend an average of 40 minutes a day online for non-work-related surfing, according to a survey released today by sponsors Yahoo! and Starcom MediaVest Group.

Key findings of the study revealed the re-emergence of the women's daytime audience, mapped their behavior online, and showed that the Internet is the top media choice among women, trailing only work, sleep and spending time with family across overall activities.

The study revealed that the landscape of the women's daytime audience has changed dramatically over the last 30 years, as more women have entered the workforce. Women rely on the Internet to manage all facets of their work, family and social lives. They indicated that their total time spent on individual activities in one day added up to 38 hours of activity inside a 24-hour day. The Internet has enabled women to multi-task during this 38-hour day.

However, one-quarter of the women surveyed are spending more time with their family than they were a year ago. The women surveyed indicated that the Internet's efficiency helps them in balancing work and home life.

In terms of using the Internet, women are "surchers," doing a hybrid of surfing and searching within a number of their favorite sites. While some of the content most sought by women online -- shopping, home/family and health/beauty -- is found in women's magazines, other areas such as news, financial services and games also top the list of online destinations.

Traditional media still play a big part in women's lives, with 65 percent of women who read magazines preferring to read the hard copy. Women use magazines, product packaging and television to learn about Web sites. Some of the sites most visited by women, including entertainment, shopping, news and finance, supplement other media, providing instant and interactive information that is not typically available through traditional media.

"Marketers and media companies who hope to truly connect with women consumers now and in the coming decades cannot ignore the growing importance and impact of the Internet, digital media and communication devices on women's lives," said Wenda Harris Millard, chief sales officer, Yahoo! in a statement.

The qualitative and quantitative national study was conducted by Just Ask a Woman and TNS Media Research respectively.