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Internet banner advertising should be targeted more towards women because they are the decision-makers on household purchases, according to a new survey.
The survey highlights new mothers as a key target audience for on-line shopping as they do not want to go out as much.
Conducted in the US amongst MSN users, it found that of 2,222 female users between the ages of 18 and 54, some 60 percent said they click on banner ads to acquire more information.
Some 34 percent said they go to an advertiser's site at some point after viewing the ad on-line.
Carried out by Millward Brown IntelliQuest, it says that as the primary people who make decisions on what to buy for the home - especially packaged consumer goods - women are a crucial market for advertisers.
As a result the study - reported on Internet.com - sought to examine how women use the Internet and how the Web impacts on the purchase of consumer packaged goods.
The Redmond, Washington-based portal said it sponsored the research to help consumer packaged goods manufactures, such as Unilever, better understand how best to reach women.
Seventy-eight percent of those polled said they use the Internet to get product information before they make a purchase.
Additionally, more than 60 percent said they felt the Internet saves times while 33 percent say they do online research before buying consumer packaged goods off-line.
Looking at the behaviour of new mothers, it discovered that about 32 percent said they go to the shopping mall less often, preferring to shop online in many cases.
New mothers, more so than the general female segment, also said they seek expert advice and are more likely to visit sites devoted to the family, children and online games.
"While it's not surprising that today's busy women are drawn to the Internet's convenience, marketers may be surprised by the extent to which women look to the Internet for savings and information to aid purchasing decisions," said MSN's Jed Savage.
The study contained results from 2,222 female MSN users between the ages of 18 and 54 including around 900 new mothers.
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