Affluent working women in the US with family incomes of $75,000 or more are growing in number and 94.3% access the internet during an average month, according to new research from The Media Audit.
From 2004 to 2005 the percentage of affluent working women making five or more purchases on the internet increased from 54.1% to 56.6%. The percentage making 12 or more purchases over the same period increased from 30.0% to 32.2%.
Bob Jordan, president of International Demographics, said: “From 2004 to 2005 affluent working women increased from 8.7% to 9.2% of the 137 million adults in the [markets surveyed].”
“The percentage of working women that spent at least 430 minutes a week on the internet jumped from 48.6% in 2004 to 50.8% in 2005.
“Heavy use of radio, television, newspapers and direct mail all declined within this group. The collective Internet changes for this group are significant, and other media is paying the price”
Recent research from Nielsen/NetRatings revealed that just over half (52%) of Britons using the internet believe online and digital technology makes their life easier, although half (50%) say that they cannot keep up with the rapid progress (see Affluent US Women Increase Internet Purchases).
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