What do you call someone who, in addition to going to work, throws together hot dinners on very short notice, trolls the Internet for investment information, checking out share status and real estate prices, and in between plans a vacation via Travelocity and wins an antique coffee table on eBay? A woman, of course. That was an easy answer.

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	Women are taking over the Internet! A study conducted by eMarketer shows that more women are using the Internet today than ever before.

A study conducted by eMarketer shows that more women are using the Internet today than ever before.

Content Matters

The number of women online has risen and is set to rise further. eMarketer's study shows that while 51.6% of women are accessing the Internet, compared to 48.4% of men, by 2011 this gap might widen. When it comes to accessing information, a study conducted by Pew Research shows that women are enthusiastic communicators who use email more frequently than men and are more likely to consult Internet sources regarding health, personal, and religious issues.

Those Who Rarely Watch Television

There is an entire market segment of women working from home. This segment includes professionally skilled women as well as enterprising businesswomen. In any case, the Internet is a very effective means for reaching out to them.

The good news is that to connect with women, advertisers need not depend only on traditional media. Women are now more enthusiastic about trying out new technologies, such as programs that allow users to download books and music from the Internet, which were largely used by men in the past.

The Power of the Click

Here's an interesting snippet of information for advertisers: more people, including women, are now opting to do their shopping on the Internet. This has opened up a cyber-avenue full of possibilities for sales.

For advertisers wanting to get in on the Internet-advertising scene, there is no lack of opportunities. Perhaps two things matter most when it comes to successful communication in this arena: (1) the webpage on which advertising appears must be relevant and (2) user activity must be monitored effectively. New techniques have emerged for studying Internet-use patterns very effectively. Advertisers can now find out whether or not their communications have been effective.

Additionally, concepts such as "contextual advertising" and digital advertising solutions have made advertising on the Internet more streamlined.

Relying on a Good Media Mix

Apart from creating a "good" advertisement, this is probably the best way to ensure the success of an ad—any ad. It has been observed that women actively seek out e-versions of their favorite magazines. They also look for news and information related to their professional lives, including electronic versions of their print and television favorites.

You don't need to throw all plans involving traditional media out the window just to pick up ad space on the Internet. However, analyzing your target audience and its members' web-browsing habits when designing an Internet ad will definitely give your campaign a leg up.

On the net:

Female Web Usage Presents Internet Advertising Opportunity
www.directtraffic.org:80/OnlineNews/
Female_web_usage_presents_internet_advertising_opportunity_18113697.html

There Are More Men on the Internet, But Women Are More Active!
www.gemius.com/pl/news/2007-01-30/01

Study: Men and Women Use Internet Differently
www.crmbuyer.com/story/48048.html

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