New eMarketer Study Sees Women Exerting a Larger Influence Online


New eMarketer Study Sees Women Exerting a Larger Influence
Online
Online female majority is projected to grow, forcing changes in
content, commerce and
marketing
Published: April 07, 2005
NEW YORK (April 7, 2005) Women make up the majority of Internet
users in the US, and their online activity is increasing rapidly.


As their influence grows, women will increasingly shape the way
companies strategize their Web content, commerce and marketing
efforts.
These are among the conclusions of a new eMarketer report, Women
Online in the US: A Growing Majority, released today. Females now
make up 51.6% of the US online population, and eMarketer projects
that the female majority online will become even more pronounced
over the next few years.

By 2008, females will account for 52.6% of
total online users in the US, according to eMarketer projections.
In absolute numbers, that means that in 2008 there will be roughly
10 million more females ages 3 and over online in the US than
males.
"While the ratio of women to men in the general U.

S. population
is expected to hold steady at least through 2008, that won't be the
case on the Internet," says Debra Aho Williamson, eMarketer Senior
Analyst and author of the report. "Cultural, societal and Internet
business trends are combining to shift the balance more firmly
toward women. Because of these factors, eMarketer projects that the
female majority online will have a transformative effect on
content, commerce and marketing.

"
Possibly the most significant impact will be on online
retailing. In the offline world, women are said to influence more
than three-quarters of household expenditures. That level of
influence may not have been fully felt online yet, but it will be -
soon.
Women Online in the US is based on eMarketer's independent
analysis of available data from leading research firms, as well as
interviews with key industry leaders.

Ms. Williamson focuses on key
trends and valuable data for marketers seeking to tap into the
growing female population on the Web.
Key points addressed in Women Online in the US include:
How large is the female online population in the US?
How quickly is it growing?
What can companies do to reach the growing female majority?
Will females drive future growth in
online
shopping?
How do females respond to 'word of mouth marketing' and viral
marketing?
And many more
"As more women are drawn online, their sheer numbers will force
companies to communicate with them on their terms, in their own
language," says Ms. Williamson.

"The onus is on Web marketers,
retailers and content sites to make sure they are thinking of women
when they design their sites and their online marketingeven if
women aren't their primary target."
For more information on obtaining a copy of Women Online in the
US, visit eMarketer.
About eMarketer
eMarketer is "the First Place to Look" for market research
information related to e-business, online marketing and emerging
technologies. eMarketer aggregates and analyzes e-business research
from over 1,700 sources and brings it together in one place.

This
research is presented in analyst reports and the "eStat Database"
the most comprehensive compilation of up-to-date e-business and
online marketing statistics in the world. For more information,
visit eMarketer.
Media Contact
David Murrow
Public Relations, eMarketer
dmurrow@emarketer.com
212-763-6033

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