More and more women are coming online, with new estimates from eMarketer revealing they currently make up 51.6% of the US online population.
According to the analyst, nearly 100 million women will be online in the US by 2008 up from 91.2 million in 2005.
Women’s online habits are also changing, with new data from comScore Media Metrix showing that more women are going online to find multimedia content, check classified ads, listen to radio and read maps.
Commenting on the findings, Debra Aho Williamson, eMarketer senior analyst, said: “The increasing presence of women online is having a profound effect on content, commerce and marketing.
“In the offline world, women are said to influence more than three-quarters of household expenditures. That level of influence may not have been fully felt online yet, but it soon will be.”
Recent research from the European Interactive Advertising Association (EIAA) confirms women’s expanding online presence, with growth being driven by 16-24 year olds, young professionals and women with children (see Women Continue To Expand Online Presence).
Surveys conducted between January and June of last year by the Pew Internet and American Life Project found that 67% of the adult American population goes online, with 68% male and 66% women (see Women Catching Up With Men Online).
In its Women Online in the UK report, eMarketer claims that adult women are doing more and more shopping online. Research by Millward Brown reveals that, in 2004, a quarter of UK consumers spent more than £1000 online, leading the way in Europe in terms of online spend (see UK Leads Europe In Online Spending).
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