Women depend on the Internet.

Burst Media announced the results of an online survey of women 25 years and older. This survey interviewed 1,896 women over the age of 25 years and focused on women’s online behavior and how the Internet impacts their everyday lives.

Burst Media found that the Web has become an indispensable component in the daily life of women around the US, with two-thirds of the women indicating that their daily routine would be significantly disrupted without Internet access. The Burst Media survey showed that one out of every two women has made a purchase online in the last six months. Travel and adult clothing were the most commonly purchased products and this is consistent in all age and household size segments.
Other significant findings from the Burst Media survey include:

– The Internet dominates all other media as a source of product information: More than half (54.5%) of women say the Internet is their primary resource for information on products they might purchase. In a distant second is “asking family and friends” (10.9%); followed by, newspapers and magazines (9.9%), television (5.8%), brochures/pamphlets (5.1%), and radio (1.3%).

– Women have first use of the home computer, but children take their share of that time: Overall, two-thirds (66.3%) of women say they are “first in line” to use the home’s computer. Among those women who are not first in line to use the home’s computer, a majority (60.9%) say another adult household member is “first in line,” and 39.1% say children in the household are first to use the home computer. Household size does impact who is first in line to use the home computer. In two person households 81.3% of women say they are “first in line” to use the home’ computer. This figure drops dramatically to 54.8% among women in three to four person households, and 52.2% in households with five or more members.

– Work takes precedence during the morning and afternoon: The Burst study found that four out of five women online use the Internet between 7am and midnight. The early morning hours between midnight and 7am are a time when more older women (65 plus years) are online. Virtually all age segments are online during the morning (7am-noon) and afternoon (noon-4pm). A plurality says they are online primarily for work; 41.0% between 7am-noon, and 40.1% between noon and 4pm. Personal use dominantes from home between 4-7 pm and from 7-10 pm.

“These survey results are important statistics to consider when companies are making advertising and demographic targeting decisions. Advertisers must keep up with women’s changing media habits. The Internet expands marketers’ ability to reach women adjacent to great content, and to cost effectively increase the reach and frequency of their media buys”. said Jarvis Coffin, co-founder and CEO of Burst Media “Marketers should deliver their Internet advertising at a time when women are engaged from the appropriate perspective – whether preparing for a business trip, evaluating financial products or looking for a new sweater.”

For more information at http://www.burstmedia.com