Forecasting Women's Online Summer | Adweek Forecasting Women's Online Summer | Adweek
Advertisement

Forecasting Women's Online Summer

Advertisement

It's not an outdoorsy pastime of the sort one associates with summer. But use of the Internet is now so embedded in daily life -- whatever the season -- that we needn't be surprised to find a report that examines the online activities women will engage in this summer. Unicast issued such a study last week, based on polling conducted online in late May among female members of an opt-in panel.

Asked to pick (from a menu of choices) the things they'll do online this summer, 76 percent cited "connect with friends and family." Sixty-seven percent will go online to "keep up with the news," 64 percent to "shop for sales and/or compare prices," 59 percent to "entertain themselves" with games, music or TV/movies, and 48 percent to "look up entertainment options (summer movies, events in my area, sports)." Forty-three percent will "research or plan travel and vacations."

In the course of their online pursuits, 75 percent said they'll use search engines. Sixty percent will go to shopping/classified-ad sites, and the same percentage will use online social networks/forums. The survey also inquired into the women's interest (or lack of interest) in different sorts of online advertising. The chart here gives a sense of the categories whose online ads engage the women's attention.