New Mediative study – Key insights into the online purchasing power of women

Key Insights into the Online Purchasing Power of WomenThough the Internet is a global entity, not all users are identical. Mediative compiled research that clearly highlights factors such as culture, age and particularly gender, affect online purchasing behaviour. Two client case studies are provided to showcase how these findings can help Marketers better target women and harness their purchasing power. Specifically, the case studies include a U by Kotex® with Walmart campaign and a Diaper Finder shopping tool program.

In North America, women represent 50.4 percent of all Internet users over the age of 18, making them a significant group of purchasers for retailers, particularly with 68 percent using digital coupons. In 2010, women accounted for 49.8 percent of the US online population, yet made up 61.1 percent of all online purchases and 58.2 percent of online spending. This is reflected in the time they spend on retail sites, which is consistently 20 percent more per visit than men. In terms of number of buyers, transactions and dollars, women are the largest e-commerce contributors, yet Marketers continue to overlook the considerable impact that women have on online purchasing decisions.

Key Insights into the Online Purchasing Power of WomenIt is not surprising that women have purchasing power. What’s interesting is how the internet has enabled women to connect, research and make convenient purchases more than they did before. Understanding who these women are, what they do, where they go, and what trends exist in the online context is the distinguishing factor in maximizing the effectiveness of marketing campaigns.

Three segments have been examined: Young Women, Digital Moms, and Professionals. The findings demonstrate clear behavioural differences between each segment, as well as different channels and tools best used to communicate with each. Here is a closer look at some facts:

Young women

  • 86 percent of women less than 30 years of age have profiles on social networking sites.
  • Are more likely to look at consumer-generated content than middle-aged women – 28 percent versus 10 percent.

Digital moms

  • Make up 84 percent of all mothers and have used at least two Web 2.0 technologies in the last three months.
  • More than 50 percent use email, search engines, social networks, SMS, instant messaging, gaming, and news sites.


  • In 2010, professional women spent nearly 2.5 hours online per day.
  • Most of their Internet usage takes place at work, and on average, they shop online 10 times a month usually between 12 pm and 1 pm, go on social media sites 18 times a month, and casually surf the Internet 30 times a month.

For a more in-depth look at the research and the results from the successful campaigns launched with Walmart and the Diaper Finder program, download the full study.