Women Age 18–24 More Receptive to Online Ads

ccording to the newly released "What Women Want From the Web Report," Summer 2010, by Unicast, 95% of women plan to go online, and 62% notice and/​or interact with online advertising. Women aged 18–24 use the web more than other age groups for all activities except keeping up with news, 53% vs. 67% overall. 

The report found women who visit blogs notice online advertising far more than overall respondents. While this group is just 13% of women who read blogs regularly, it shows females are potentially more open to ads from relevant sources of information that they trust. Women age 18–24 are also more receptive to online advertising in various formats than the overall population, particularly more interested in localized information, surveys, social media formats and downloadable content.

According to the report, the ads that resonate with women:

  • 46% — include sales, discount codes
  • 31% — feature creating/​submitting an entry to win a prize
  • 24% — provide customized local information
  • 22% — offer interactive surveys/​quizzes

As the Chief Household Officer, says the report, American women make 92% of vacation purchases, 93% of food purchases and control $7 billion in annual spending. 85% of all brand purchases are made by women.

And, as the primary shoppers, women are a key audience for advertisers. As women bring more of their daily tasks and media consumption online, this summer they'll be plugged in to connect with friends, shop for deals, plan vacations and entertainment activities, and use the web for playing games, music and watching TV shows/​movies.

  • The most popular ad content is for sales and discount codes. 46% of women notice these, followed by 31% creating/​submitting an entry to win a prize. About one in four women notice an ad with localized information, like area movie listings
  • Women notice ads for items they're already interested in. 56% of women planning to look up entertainment options this summer have noticed an entertainment ad in the past month and 46% of women planning to research travel have noticed a travel ad
  • Women with children in the home tend to do more activities online than those without children, including listen to music (62% vs. 42%), watch TV or movies (56% vs. 46%) and look up entertainment options (60% vs. 40%)

Tech ads were top for 17% of women who had viewed or enjoyed advertisements depicting gadgets, software, or similar products in the past month. Ten percent had zoned in on a sports-​themed pop-​up or banner ad. Just 10% were familiar with an online advertisement featuring professional or business services.

[Source:  "What Women Want From the Web Report." Unicast.  Jun. 2010.  Web.  15 Jul. 2010.]