Women not only outnumber men online but also rely on the Internet for the conduct of their daily lives - so much so, that two-thirds (66.1%) of online women say their lives would be disrupted if they were left without Internet access for a week, according to a recent Burst Media survey.
Some 66.1% of surveyed women say their daily routine would be disrupted - and 43.6% say significantly so - if internet access were not available for a week, according to Burst, which in June surveyed some 1,800 women age 25+ who visit content sites.
Those findings were consistent among women of all surveyed age segments and similar among all household-size segments, Burst reports.
Among household income (HHI) segments, 77.9% of those with HHI of $100,000+ say their routine would be disrupted without access, according to the survey.Â Burst found that over 80% of surveyed women were online during most dayparts:
Four out of five online women go online between 7am and midnight.
53.1% of women 65 years and older say they are online before 7am.
All age segments are online 7am to noon (41.0% primarily for work, one-third for personal use) and noon to 4 p.m. (40.1% primarily for work, one-third for personal use).
Evening is for personal use:
Most women remain online 4 p.m.-7 p.m. and the evening (7 p.m.-midnight).
Those who say they are online for personal use increases to 52.0% between 4 p.m. and 7 p.m. (when one out of 10 is online for family purposes)
70.8% say they are online for personal use between 7 p.m. andÂ midnight.
Women have dibs on home computer use:
Two-thirds of women (66.3%) say they are first in line to use the home’s computer.
Among the remaining one-third, 60.9% say another adult is first in line; 39.1% say children are first in line.
However, 81.3% of women in two-person households say they are first in line to use the home computer.
Only 54.8% of women in households of 3-4 members, and 52.2% in those with 5+ members, say they are first in line to use the home computer.
Product research the internet is the most important medium, according to the Burst survey:
For products they might purchase, 54.5% of online women say the internet is their primary source of information.
Among women 65+, three of 10 (31.8%) say the internet is their primary product-information resource.
Half of women have shopped online; travel and clothing top list of purchases, according to Burst:
Over half of women (54.1%) say they shopped online in the previous six months; a similar proportion say so among all age and household size segments.
HHI is a determinant: 48.7% of those reporting HHI of less than $35,000 say they had shopped online, compared with 68.0% among households with income of $100,000+.
Travel (37.5%) topped the list of products and services purchased online, followed by adult clothing (32.4%), health and beauty products (27.0%), children’s/teen’s clothing (18.8%), financial products (15.0%), and food and groceries (14.9%).
The results of “How America Searches: Health & Wellness” suggest that online resources, particularly general search engines, healthcare portals and a range of social media, play a central role is steering consumers toward care and treatment options, iCrossing said.
For publishers to take full advantage of opportunities to connect with in-market health consumers, content must be available in and optimized for a range of formats, and ideally should comprise a truly interactive component that allows consumers to socialize, according to the firm.
To maximize relevancy, content should be oriented around the health topics that most preoccupy consumers, such as symptoms, treatment, conditions and wellness issues such as exercise, nutrition and weight loss, iCrossing concluded.
Among the key findings of the study:
Internet is the most widely used resource for health information. 59% of adults use online resources to obtain health and wellness information. 55% go to their doctors and 29% talk to relatives, friends or coworkers.
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