• by Jack Loechner , Staff Writer @mp_research, March 30, 2006

 The EIAA Digital Women Report, a pan-European insight into women's attitudes and interaction with the internet, reveals that within the next year they will be online more than men. in 3 years the hours spent online by female internet users has grown by 63% and for men it has grown 54%.    

The report shows how women's use of different media is evolving  as they are interacting with the internet through blogging, ecommerce and instant messaging. As today's consumers are more  sophisticated and demanding, the internet offers advertisers the opportunity to  engage and interact with their customers better, building deeper  relationships, says the study.    

Growth is being driven by 16-24 year olds, young professionals and women with  children. Young professionals using the internet has more than doubled (+116%)  since '03 and women with children use the internet 14% more than the average  European woman      

Today's busy lifestyles, means that female internet users are making the most of  the convenience that the internet offers:

• 80% felt they could "get what they want quickly and save time" on the internet, compared to 22% for newspapers, 18% for television and 17% for radio
• 67% agreed they could "have what they want, when they want it", compared to: 28% for television, 27% for newspapers and 25% for magazines
• 61% believed the internet helped them "stay ahead of the game", compared to: 44% for television, 41% for newspapers and 30% for radio

Women's understanding and use of the internet is becoming increasingly sophisticated.  Today, 60% use broadband to go online compared to only 17% three years ago. Only 5% of European women don't  know if they have broadband.

The Executive Summary concludes with 10 tips for advertisers.

For the complete Executive Summary, please visit here.