New Research Looks At Women’s Online Habits

New research from Hearst Digital has found that more women over 45 are using the internet once a day than those aged between 16 and 24.

The We Know Women Online survey also found that a large majority of women (85%) use the internet daily, with the 25 to 34-year-old age group being the most frequent users.

The most important form of media, according to the report findings, was the internet, followed by TV, magazines, radio, newspapers and cinema, with outdoor the least important.

The main reasons given by respondents for visiting women’s websites were ‘time out’, a ‘quick fix’ and ‘relaxation’, while the main websites visited by women are magazine sites, free email provider sites and social networks.

Hearst Digital, part of the National Magazine Company, questioned 4,566 users of its online properties allaboutyou.com, cosmopolitan.co.uk, getlippy.com, handbag.com and netdoctor.co.uk for the research.

Recent figures from the Office of National Statistics revealed that 73% of men now use the internet every day or almost every day, compared with 66% of women (see 16.5m UK Households Have Internet Access).

Hearst Digital: www.hearstdigital.co.uk