MARKETING TO WOMEN

Really interesting stuff, this study” about women and digital media (mainly Internet) and how the interaction impacts their lives.
Yahoo was one of the commissioners, probably as part of the development of their new and already much criticized women’s platform Shine
Some key findings:
- internet is now the leading medium for women; with 3.3 hours a day it’s more important than television (2,9 hours) and still growing fast
- the content sought online is not found in typical women’s magazines (news, weather, games, finance)
- women go online during the entire day and easily mix work and personal activities

- women are shopping online more then ever before

Looking at the main navigation of Shine:
Fashion + Beauty
Healthy Living
Entertainment
Parenting
Love + Sex
Work + Money
Food
At Home
Astrology
I’m not sure if Yahoo has read it’s own report very closely?

Some remarks from the report: “The sites that were most frequently mentioned by women were not what could be found in typical women’s magazines: news, weather, shopping, games and finance topped the list. It turns out, a higher percentage of women visit sports sites than astrology sites”. Still, Shine opted for astrology instead of sports. Their main navigation reminds me a lot about all the zillions of typical women’s portals.
There’s an interesting discussion about the merits of portals aimed at women commenting to ablogpost from Holly Buchanan.