• by Jack Loechner , Staff Writer @mp_research, July 15, 2010

According to a recent whitepaper, "The Mall Behind the Spreadsheet," from AOL Advertising with OTX, women control $4.3 trillion, or 73%, of US household spending while juggling work, home and family life. Many of them manage to shoehorn 27 hours of activities into the standard 24-hour day, as 40% of them shop online during work hours.

Women Shopping At Work vs. Home
	% Shopping At Home	At Work
Women overall	59%	40%
Women age 18-24	48	51
Women are 35-54	63	37
Source: AOL Research, July 2010

Overall, women tend to shop between 15 and 30 minutes a day while at work. Moms, though, tend to shop for longer periods of time at work. 37% say it's because they have more downtime at work than they do at home.

Time Spent At Work Shopping Online (% of Respondents)
Time Spent	Moms	Non-Moms
Don't shop	9%	16%
≤ 15 minutes	24	29
15-30 minutes	40	35
30-60 minutes	20	17
≥ 1 hour	8	3
Source: AOL Research, July 2010

Women ages 18-34 conduct about half of their online shopping during work hours, and most do so in order to save time.

• 53% Time saver/convenience
• 40% To pass time
• 38% I need it now
• 20% No time at home
• 35% Most downtime

Need is the main driver for women's online purchases. However, boredom and a compelling call-to-action can inspire younger women to shop.

Prompts For Shopping At Work (% of Respondents)
Reason	18-34 Year Olds	35-54
A specific need	69%	69%
Boredom	60	33
Email notification from companies	40	37
Email notification subscribed to	38	44
Relevant Online ads	31	23
Source: AOL Research, July 2010

60% of women respond to email offers, making it the most influential driver of purchase - in fact, 3 out of 4 women subscribe to email alerts.

Purchase Drivers
Driver	% of Respondents
Email offers	60%
Television commercials	35
Online ads	30
Direct mail offers	30
Newspaper circulars	28
Source: AOL Research, July 2010

Women shop Online more at work on Fridays than on any other day of the week, and about half of all women do their shopping between 11 a.m. and 2 p.m

Online Shopping Women
Shopping Day	% of Respondents
Monday	33%
Tuesday	27
Wednesday	35%
Thursday	33
Friday	52
Saturday	11
Sunday	7
Source: AOL Research, July 2010

On any given day, lunch and other break times provide the best time for women to shop.

•  54% shop during lunch
•  41% while multitasking
• 46% during breaks and downtime
• 25% right after seeing a "deal"

Please visit AOL Research here for more about this study.