DIGITAL WOMEN TO OVERTAKE MEN ONLINE BY 2007

European Interactive Advertising Associatio: Growth in women using the internet indicates they will be online more than men within the next year. European women will be spending more time online than their male counterparts within the next year.

Traditionally it has been men that have embraced the internet, spending an average of 11 hours a week online in 2005 compared to women who spent around 9 hours a week. However, in the last three years the number of hours spent online by female internet users has grown by 63%, while for men it has grown 54%. If current trends continue it will be women spending the most time online in 2007.

While women’s use of the internet has grown 63%* since 2003, the amount they watch television has grown only 12%* and the amount they read magazines has actually fallen by 4.5%* in the last year.

The way women now engage with different media is evolving and advertisers need to recognise the way in which this audience is interacting with the internet in their day-to-day lives. Whether it’s sharing opinions through blogging, saving time on the weekly shop with e-commerce or communicating more efficiently by instant messaging, the internet is becoming increasingly integrated into the woman of today’s lifestyle.

Today’s consumers no longer conform to the old stereotypes, they are more sophisticated and demanding. The internet offers advertisers a huge opportunity to get to know their customers better and to engage and interact with them, ultimately building deeper relationships.

The women driving this growth and spending the most time online are the 16-24 year olds, the young professionals and the women with children. Young professionals using the internet, for example, has more than doubled (+116%) since 2003, while women with children use the internet 14% more than the average European woman. With their busy lifestyles, young professionals and mums are clearly benefiting from the convenience that the internet offers, which has proven popular with all female internet users:

· 80% felt they could get what they want quickly and save time on the internet, compared to:

o 22% newspapers

o 18% television

o 17% radio

· 67% agreed they could have what they want, when they want it, compared to:

o 28% television

o 27% newspapers

o 25% magazines

· 61% believed the internet helped them stay ahead of the game, compared to:

o 44% television

o 41% newspapers

o 30% radio

Women are also becoming increasingly sophisticated in their understanding and use of the internet and the related technology. Today, 60% use broadband to go online compared to only 17% three years ago, and the fastest growing sites that they are visiting are auction, shopping and banking or finance sites. The increasing popularity of broadband is clearly having an impact on who is using the internet and how they are using it. Three years ago 48% of European women couldn’t tell you whether they had a broadband connection or not. Today, that figure has dropped to 5% and they are using its speed and convenience to help in many different facets of their lives. EIAA Digital Women 2006 Report

Publ 20060317