Unicast’s “What Women Want From the Web Report” (pdf) Summer 2010, which polled 516 adult women, found 95% of women plan to go online, and 62% notice and/or interact with online advertising. Women aged 18-24 use the web more than other age groups for all activities except keeping up with news – 53% vs. 67% overall.
What Women Plan To Do Online:
– 76% plan to connect with friends and family
– 67% will keep up with news
– 64% plan to shop for sales/compare prices
– 59% intend to entertain themselves (play games, listen to music or watch TV/movies)
– 48% will research travel/vacations
The ads that resonate with women:
– 46% – include sales, discount codes
– 31% – feature creating/submitting an entry to win a prize
– 24% – provide customized local information
– 22% – offer interactive surveys/quizzes
The products women notice ads for:
– 35% – entertainment
– 33% – food and beverages, or health/beauty products
– 30% – fashion/clothing
– 27% – travel
– 20% – gaming
The report found women who visit blogs notice online advertising far more than overall respondents. While this is a small group with 13% of women who read blogs regularly, it shows, no surprise, females are potentially more open to ads from relevant sources of information that they trust.
The report was conducted May 27-28 by the Polling Company, Inc. The online survey queried 1,062 Americans age 18+ and analyzed the responses of the 516 women queried.
