Women's online behavior

The average UK woman is connected to the web for 6,5 years of which 71% go online every day. IPC Media’s research panel presented ‘Woman’s Space’, a research programme involving 7,500 UK women focused on understanding the online behavior of UK women online. The research highlights the average time spent on the Web – 105 minutes, with an average of nine sites visited per session. Mornings and late evenings are the key times to reach UK women online, while usage is prompted by both functional and emotional motivations – with the key online applications including social networking, dating and photo sharing.

IPC Media’s Origin Panel was launched in July, and is part of the IPC Insight division of IPC Advertising responsible for spearheading consumer research across IPC Media. Origin Panel is designed to provide a continuous channel through which to understand the evolving attitudes and behavior of women across the country. Contrary to widely held perceptions; the overwhelming majority of UK women believe they are knowledgeable about the Internet (67%), while 25% are early-adopting web-veterans. Only 8% of women classify themselves as online novices, with less than two years of surfing-experience. Women's Space has also identified six core groups of women online, distinctive in their attitudes towards the Internet.

Of the UK female population, 18% is at the beginning of their Internet journey, which are keen to get to grips and keep up with their kids are referred to as Miss Duress. 14%, so called Mrs Functional, is an experienced online user with a no-nonsense approach. She gets what she needs and when she needs it. Miss Fanatical, 16% of the UK female population, does everything she can online; she's receptive to everything the web has to offer, including advertising. Mrs Positive (18%) – considers herself knowledgeable and receptive, but is always looking to improve her understanding of the net. 16% is an inexperienced online user, Miss Easy Life is motivated by sites and applications that make her life easier, but she also loves to browse and research. Miss Relaxation (18%) is serious about having fun, and uses the Internet primarily as a source of leisure and entertainment.

Amanda Wigginton, group head of Insight, says: “What women are doing online is a hugely testing question for a vast array of brands. There simply hasn't been the data to illustrate how UK women use the web.

The Origin Panel plans to conduct its Women's Space research on an annual basis, building over time a comprehensive vision of the online evolution of UK women.

Image: Romans