Women are major force among UK online users

Around three quarters of UK women use the internet every day, with mornings and late evenings the key times for media to reach them, according to research by IPC Media. The findings come from Women's Space, the latest research from the publisher's 7,500-strong panel of UK women, called the Origin Panel. This found that 71% of UK women go online every day and the average time spent on the web at any one time is 105 minutes, with an average of nine sites visited each session. Among the key sites visited while using the internet are those focusing on photo sharing, dating and social networking. The majority of women also consider themselves knowledgeable about the internet, 25% classify themselves web veterans and just 8% say they are online novices with less than two years' online browsing experience. As part of the research, IPC has identified six core groups of women including "Miss Duress", who makes up 18% of female online users and is described as an online novice, but keen to keep up with modern life. Another is "Miss Fanatical", who makes up 16% of female users and tries to do as much as possible online and is the most receptive to advertising. Amanda Wigginton, group head of IPC's research arm IPC Insight, says: "Contrary to many people's old-fashioned perceptions, online is very definitely women's space, and we will be working with this wealth of insight to help key clients and agencies to assess how best to target and engage their core audiences." The four other types of online women are: "Mrs Functional" (14%), who is an experienced online user with a no-nonsense approach, gets what she needs when she needs it; "Mrs Positive" (18%) who considers herself knowledgeable and receptive, but always looking to improve her understanding of the net; "Miss Easy Life" (16%) is an experienced online user, she's motivated by sites and applications that make her life easier, but she also loves to browse and research; and finally "Miss Relaxation", who is serious about having fun, she uses the internet primarily as a source of leisure and entertainment. IPC websites aimed at women include www.instylemagazine.co.uk, www.housetohome.co.uk and www.goodtoknow.co.uk.

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