Qué Buscan Las Mujeres En Internet

What Women Want From The Web Report
June 2010

Introduction
Women have enormous purchase power – 85% of all brand purchases are made by women. As the CHO – Chief Household Officer – American women make 92% of vacation purchases, 93% of food purchases and control $7 billion in annual spending. As the primary shoppers, women are a key audience for advertisers. For online advertisers, knowingwhat women want from the web is essential for campaign success. As women bring more of their daily tasks and media consumption online, this summer they’ll be plugged in to connect with friends, shop for deals, plan vacations and entertainment activities, and use the web for fun – playing games, music and watching TV shows/movies. To complete these activities, women plan to visit a wide range ofsites. This report helps advertisers learn what women plan to do online this summer, where they’ll be going to complete these activities, and what types of advertising (for what products) will attract their attention?

Key Findings
• The most popular online activities for women this summer: 76% plan to connect with friends and family, 67% will keep up with the news, 64% plan to shop forsales/compare prices, 59% intend to entertain themselves (play games, listen to music or watch TV/movies), and 48% will research travel/vacations. Women age 18-24 are more inclined to use the Internet for most activities, and also more receptive to online advertising in various formats, particularly more interested than women overall in localized information, surveys, social media formats and exclusivedownloadable content. The most popular ad content is for sales and discount codes – 46% of women notice these, followed by creating/submitting an entry to win a prize – 31%. About one in four women notice an ad with localized information, like area movie listings. Women notice ads for items they’re already interested in – 56% of women planning to look up entertainment options this summer have noticedan entertainment ad in the past month and 46% of women planning to research travel have noticed a travel ad. Women with children in the home tend to do more activities online than those without children, including listen to music (62% vs. 42%), watch TV or movies (56% vs. 46%) and look up entertainment options (60% vs. 40%). Women that visit blogs notice online advertising far more than overallrespondents, but this is a small group with just 13% of women planning to visit a blog this summer.

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Analysis
 of
 Findings
 

 
FUNctionality: American Women Use the Internet for Planning and Entertainment When provided with a list of ten activites Web users might complete online this summer, fully 95% of American women selected at least one of theactivities, as outlined in the nearby textbox. Whether looking at world events or happenings a bit closer to home, Americans viewed the Internet as their connection to the latest news. Seventy-six percent of women said they plan to go online to keep in touch with family or friends, now possible through a myriad of communication tools and social media. Following closely, Of
 the
 following activities,
 which
 do
 you
 plan
 to
 do
 online
  staying up-to-date with current this
 summer?
 
 Select
 all
 that
 apply
 to
 you.
 
  events was selected by more
 (N=516,
 ROTATED,
 ALLOWED
 MULTIPLE
 RESPONSES)
  than two-thirds of women
  (67%). 76%
  Connect
 with
 friends
 and
 family
  67%
  Keep up
 with
 the
 news
  More than three-in-five women 64%
  Shop
 for
 sales
 and/or
 compare
 prices
  (64%) viewed the Web as a 59%
 
  Entertain
 themselves
  “shopper’s best friend,” 50%
  Play
 games
  reporting they will use it this 50%
  Listen
 to
 music
  summer to search for deals or 50%
  Watch
 television...