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Advertisers need to target women on-line
Wednesday, April 11 2001
by Tony O'Brien


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.