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St. Louis Business & Technology News
www.slfp.com/SLFPBIZp.htm "When you think Saint Louis, think Saint Louis Front Page," a weekly publication covering the news and events in the greater St. Louis area. 
St. Louis Front Page P.O. Box 1354 St. Louis, MO 63188 Voice: 314-771-0200 Fax: 314-771-0300 To submit news, contact: editor@slfp.com To advertise, contact: advertising@slfp.com 
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Internet Plays Unique Role In Lives of Working Women ARLINGTON, VA, (PRNewswire) March 31, 2004 - Even as many decrease their use of television and other media, working women are relying heavily on the Internet to manage their busy lives. This finding comes from a new study announced today by washingtonpost.com, Newsweek.com and Nielsen//NetRatings. The research looks at the media usage and purchasing habits of women who use the Web at work. The new study, which interviewed 825 women and 226 men, used a randomly recruited panel of active Web users from across the Internet. It found that far more working women say they are pressed for time than working men. Importantly for marketers, these women are heavy consumers of media and many of them are increasing their Internet usage and decreasing their usage of other media. Among the key findings are:
"This study shows that the Internet plays a unique role in the lives of working women," said Marc Ryan, Senior Director of Analysis for Nielsen//NetRatings. "Unlike other media, the Web is actually viewed as a time-saving device. The busier working women get, the more they rely on the Internet for reading the news, researching products, making travel plans and more. Because the Internet has become so important in the lives of working women, it is clearly now an essential means for reaching them." Busy Lives, But Lots of Media Women who access the Web at work are extremely busy, with 60 percent saying they don't have enough time for their personal needs compared to 48 percent of men. Working women with children feel even more pressed, with 69 percent saying they don't have enough time. Despite feeling pressed for time, nearly 80 percent of online working women spend over an hour watching television on an average weekday, and more than 60 percent spend over an hour on the Internet. Even more (77 percent) of those who approve business purchase decisions spend over an hour online on an average weekday. The Web Won't Go When looking to make time during the day for their personal needs, most working women would not stop using the Web. Seventy percent say they are unlikely to remove the Internet or Radio or from their daily routine, while over half say they would remove television, newspapers or magazines. Their dedication to the Web may be linked to the value it brings to their lives. Working women say nearly every major category of transaction and research is made simpler online. For example, 87 percent agree that product research is made easier online, while 66 percent say they are better able to keep current on news events using the Web. Reach Them Online Over 60 percent of online working women recommended using the Internet in an advertising campaign aimed at reaching them -- 20 percent higher than television or direct mail. Online working women use the Web extensively to research purchases they conduct offline. For example, over 80 percent of those who purchased travel products or services offline in the past month researched their purchases online beforehand. Return to St. Louis Front Page  
The Saint Louis Front Page is owned and maintained by the Moore Design Group for the sole purpose of disseminating news and information about the Metropolitan Saint Louis area. Text or graphics may not be copied, rewritten or distributed in any manner whatsoever without written permission. For more information, contact editor@slfp.com All rights reserved world wide © 1996 - 2008 Moore Design Group . |
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