Women on the web

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands