IPC Southbank has revealed premium women are obsessed with the internet.
Southbank’s Web Wise Women research questioned more than 4,000 ABC1 women and discovered the obsession, with almost 70 per cent claiming they couldn’t live without the medium.
And they’re spending more time on the internet than ever before: almost three quarters of respondents said they spent more time online compared with last year.
The majority of premium women (86 per cent) have shopped on the internet, and last year they spent on average £840.
Many ABC1 women (68 per cent) also use the internet to research products before buying them elsewhere, with half going online to browse for clothes and 36 per cent looking for make-up and skincare.
IPC Southbank MD, Jackie Newcombe, says: “Broadband is making the internet a much more convenient and attractive medium for ABC1 women.
“The popularity of the internet – in particular with premium women – is a trend no-one in the media and marketing industry can afford to ignore.”
The top products bought online by ABC1 women are books, CDs and DVDs, travel tickets, hotels and holidays, followed by cinema and theatre tickets, high street shopping, pc hardware and software, household electricals and toys and games.
The top five topics premium women search for online are travel, fashion, health, property and beauty, and their top five online activities are subscribing to newsletters, downloading music, grocery shopping, sharing photos online and participating in online forums and message boards.
IPC Southbank’s Web Wise Women research will be repeated every quarter. The publisher produces women’s monthlies such as Marie Claire, In Style, Woman & Home, Homes & Gardens, Livingetc and Ideal Home.
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