by Ben Bold, Brand Republic

LONDON – The number of women attracted to the world of social networking has grown by a massive 53% in just 12 months, according to research by consumer magazine publisher IPC.

The Women’s Space 2 study revealed that two-thirds of women count social networking as one of their regular online activities, compared with 43% in 2007.

The growing popularity of online TV, driven in no small part by the BBC’s iPlayer, is reflected in the findings — since 2007 it is up 39% to 43% of those women surveyed.

 

The report also found that one third of women have formed friendships with people they have met online and that a quarter of women have met online friends face to face.

All of those who participated in the survey, set up by IPC to explore the behaviour of women on the internet, had participated in social media activities, with 89% doing so regularly.

A quarter of women often read online forums, up from 18% in 2007, and a fifth post questions or answers (15% in 2007).

The survey found that 74% of women use the internet every day. The number of times they log on is also growing — on weekdays an average of 4.2 times per day, compared with 4.01 times in 2007; and at weekends, women are accessing the internet an average of 4.13 times per day, compared with 3.57 times in 2007.

Elsewhere, the survey found that the proportion of women who shop online (57% of the sample) had grown 8% since 2007, and 60% use the internet to manage their finances, an increase of 9%.

Amanda Wiggington, IPC Advertising’s director of insight, said: “This study shows us where women are on their internet journey, plus how they feel about the web, which points to effective ways to reach and communicate with them online.

“This is valuable knowledge for us and our advertisers and we’re committed to tracking the changes in women’s internet behaviour on an annual basis.”

Women’s Space 2 is part of IPC’s Origin Panel, a research panel comprising 7,500 women.

Its first wave won accolades from the likes of the AOP, which awarded it the prize of Best Research Project, and Brand Republic sister title Media Week, which named it Best Research Initiative at the Media Week Awards.

SOCIAL NETWORKING ON THE UP AMONG UK WOMEN

February 25, 2009

The number of UK women regularly using social networks has grown by 53% in 12 months, according to Women’s Space 2, the IPC Media study exploring women’s use of the internet.

Two thirds of women cite social networking as one of their regular online activities, compared with 43% in 2007.

Women’s Space 2 also found that online friends often become real friends. One third of women have met someone online who they now consider to be a friend; and a quarter of women have met someone face-to-face after first meeting online.

All of the women surveyed in Women’s Space 2 had participated in social media activities and the majority (89%) do so regularly. A quarter of women often read online forum discussions – up from 18% in 2007 – while almost one fifth will regularly post or answer questions, up from 15% in 2007.

The vast majority of women (74%) access the internet every day and the average number of times they log on per day is increasing. On weekdays, women are logging on to the web on average 4.20 times in a day, compared with 4.01 times in 2007; and on weekend days, they are accessing the internet 4.13 times compared with 3.57 times in 2007.

Watching TV online is a growing activity among UK women, up by 39% on 2007 to 43% of those surveyed. More than half of women (57%) regularly buy goods online, up by 8% year on year; and 60% regularly use the internet to manage their finances, a rise of 9% on 2007.

Amanda Wigginton, IPC Advertising’s director of insight, says: “Women’s use of the internet is increasing and they are making the web work for them, which for growing numbers means sharing experiences, networking and communicating.

“This study shows us where women are on their internet journey, plus how they feel about the web, which points to effective ways to reach and communicate with them online. This is valuable knowledge for us and our advertisers, and we’re committed to tracking the changes in women’s internet behaviour on an annual basis.”

Women’s Space 2 is part of IPC’s Origin Panel, a major rolling research programme using a 7,500-strong panel of UK women.

Wave 1 of the Women’s Space study won industry recognition last year, including the AOP Best Research Project. Meanwhile, the Origin Panel won Media Week’s Best Research Initiative prize.

IPC Insight will be sharing its Women’s Space 2 research with clients and agencies. The study includes video interviews with study respondents, covering topics such as their specific online habits and online advertising.