Women like the convenience of the Internet as a way to save time, shop, communicate and find information, according to a recent study.
The study, contracted by the MSN network of Internet services and conducted by Millward Brown IntelliQuest, examined how the primary decision makers in household purchases, women, use the Internet and the Internet’s impact on the purchase of consumer packaged goods..
In addition, the study found that the majority of women find the Internet helpful in making more informed purchasing decisions, affecting both online and offline purchases.
The study targeted women ages 18 to 54 and mothers with children under the age of 3, a key target for consumer packaged goods marketers.
The study found that for new moms:
*Online activity has replaced time spent on other offline activities; most notably, e-mail, instant messaging and online greeting cards are used more and are replacing time spent talking on the telephone and watching television.
*32% of new moms embrace the convenience of shopping online and go to the mall less often.
*New moms, more than the general women segment on MSN, also seek expert advice and are more likely to visit sites devoted to family, kids and online games.
As for women ages 18-54, the study found that:
*78% percent said they use the Internet to obtain product information before making a purchase.
*Over 60% of women believe the Internet is convenient and saves time.
*33% research consumer goods online, then purchase products offline.
*More than 60% of women click on banners to acquire more information, and 34% go back to an advertiser’s site after viewing the ad online.
*Women are likely to engage in new online activities when experiencing a life change such as getting married, purchasing a home or car, or having children.
*69% log on daily and over half, 57%, have been using the Internet for at least three years.
