Working Women Log On, Tune Out Other Media

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By: E&P Staff

Working women may be decreasing their usage of television and other media, but they rely heavily on the Internet, according to a study out this week from washingtonpost.com, Newsweek.com and Nielsen//NetRatings.

The survey of 825 women and 226 men from a randomly recruited panel of active Web users found that working women say they are more pressed for time than working men. Sixty percent of working women say they don’t have enough time for the personal lives, compared with fewer than half of working men. Working women with children feel even more pressed, with 69% lamenting the lack of time.

About half have recently increased their use of the Internet, while one quarter have decreased their time with other major media. When looking to save time, women are least likely to remove the Internet and radio from their routines. Over half say they would cut out television, newspapers or magazines if necessary to make time for personal needs.

Nearly 90% of working women say the Web is a key component in all purchasing decisions. Over 60% of online working women recommended using the Net to reach them via advertising — 20% higher than TV or direct mail.

“Unlike other media, the Web is actually viewed as a time-saving device,” said Marc Ryan, senior director of analysis for Nielsen//NetRatings, in a statement. “The busier working women get, the more they rely on the Internet for reading the news, researching products, making travel plans and more.”

For a PDF of the report, visit washingtonpost.com/workingwomen.

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