How women use the web

by Tony Fannin, President, BE Branded

As I’ve written here before, women are not just a market niche, they are the market. I ran across an interesting study that researched women and the internet. The study was called Women Connectonomics, which examines how and why women are using various websites. Here are some of the findings:

• 44% of women get their information about brands on women’s lifestyle sites.

• The vast majority of women like sites that offer anonymity. This allows them to to discuss problems and solutions without being judged by people that might know them. This is why they use Facebook and Twitter much less.

• Women are most receptive to marketing on lifestyle, specialty and review sites. These types of sites deliver 3-times the impact on purchase decisions over typical company sites or search sites such as Yelp.

• U.S. women buy more online than U.S. men.

• Women’s web searches center around personal growth and interdependencies on others in their social circle.

Women use the internet as a primary source of information about brands they are thinking about purchasing. While men tend to “hunt” down information, women use the internet to “gather” information that will nurture themselves and those around them. With men, it’s about “me”. With women it’s about “we”.

Women dominate all spending and now they are dominating how the web is used. With this insight, your online strategies need to reflect this shift. Women don’t want charts, stats, and to be overloaded with specs. They want to know if they can trust you. They aren’t in it for themselves, they want to know if you can help her achieve family goals and fulfill the needs of the people who are important to her. It’s about others, not herself. Your web site needs to be less about who you are and more about how you can make her loved ones lives better. It’s not about hard, cold facts and technology. It’s about making her feel you care about her and not her money.

Too often, many web sites and web marketing takes a “used car” mentality. Always screaming, always about yourself, and making a woman feel belittled. Instead of trying to sell her, offer her help and advice. Connect her to to others to discuss similar issues and problems. Connect women to each other, you connect them to your brand.

As the movie “What Women Want” says: “If you answer the question, what do women want, the world is yours.”


About Be Branded

Tony Fannin is of President of BE Branded, an integrated marketing firm who helps clients BE Somebody to their customers. If you aren't somebody, then you are commodity.

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