LONDON: Women, especially those of a certain age, love the worldwide web and are spending increasing amounts of time online. Latest research from Hearst Digital claims the internet is the most important medium among British women.
The We Know Women Online survey, which polled more than 4,500 users of Hearst sites, found that TV, magazines, radio, newspapers, cinema and outdoor media lag behind the web in terms of popularity within the female population.
In addition, says Hearst - whose online assets include allaboutyou.com, cosmopolitan.co.uk, getlippy.com, handbag.com and netdoctor.co.uk - 85% of the women sampled use the internet every day, while those aged 25-34 are the most frequent users.
More women aged 45+ are using the internet once a day than those between 16-24, the report notes.
The most popular websites, according to the survey, are magazine sites, free email and social networks.
The research, says Hearst Digital md Alex Ballantyne, will provide essential information to create commercial opportunities.
Data sourced from Brand Republic (UK); additional content by WARC staff