Women on the web

Kathryn Saxon

In this short article, Kathryn Saxon, of Mediaedge:cia, discusses the feminisation of the internet. Based on a study conducted by Mediaedge:cia and Hachette Filipacchi, she analyses the motivations behind women's online and offline print usage, including what they wanted from each medium, why and when they used them, and their attitude towards each platform.

Women on the web

Kathryn SaxonMediaedge:cia

The feminisation of the net has arrived: women (aged 25–49) are now spending more time online than men, according to Ofcom's latest report on Britain's communications market. This is perhaps not a stark revelation, but as we see a shift in women's media consumption habits, it is ever more important for marketers to understand both 'how' and 'why' women use different media.

These were key questions that both Mediaedge:cia and Hachette Filipacchi asked themselves at the start of 2007, resulting in a partnership that set out to investigate the motivations behind women's online...

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