Women Are Clicking: The Online World Becomes a Vital Platform for Reaching Female Consumers of All Ages

Marketing to Women: Addressing Women and Women's Sensibilities, June 2007 | Go to article overview

Women Are Clicking: The Online World Becomes a Vital Platform for Reaching Female Consumers of All Ages


When American Airlines wanted to attract more female flyers, it didn't reupholster its seats in pink or order up a series of relationship-themed television ads. Instead, it went to the Internet.

AA.com/Women debuted this spring--billed as the first major airline website devoted to women. It includes information about safety and security, saving time and money while traveling, and a virtual space to share stories and tips with other female travelers. The site, says AA's Nora Linville, Director of Women's Sales and Marketing, is designed to cater to the airline's growing female market--now at 48% of American's total customer base up 6% since 2001. The new site recognizes the value of female travelers to AA's growth, says Linville.

It also acknowledges a trend in marketing to women. Increasingly, companies are emphasizing new media when reaching out to women. In its early days, the Internet was considered a man's world. Women, marketers said, would never give up the chance to touch and feel merchandise, hear and see a sales person, and experience the social aspects of shopping. But as technology has improved and the Web has become more a part of everyday life, women have embraced the virtual world as a place to shop and buy and generally receive marketing and advertising messages.

"The stereotype that they're not aggressive Internet users or online shoppers is definitely proving to be incorrect," says Lori Bitter, Senior Partner at JWT Boom, a division of J. Walter Thompson devoted to Baby Boomer marketing.

The numbers show women are a force in the medium. JWT Boom's most recent research shows Boomer women spend over 15 hours per week online. They are shopping for a wide array of products and services--health care related items top the list--and they are making final purchases both on and offline.

eMarketer's most recent estimates find women to be the majority of the online population--and the gap between male and female is expected to widen. In 2007, 51.7% of Internet users are women. By 2011, eMarketer forecasts, women will make up 51.9% of the online universe, as marketers and content providers offer more to cater to female interests.

As a result, marketers are revving up their virtual marketing to women.

In the consumer products market, where research shows 85% of the buyers are women, Kraft is participating in an ambitious new marketing effort tapping the interactive online world "Second Life." Kraft will promote its wares in a Second Life online world called "Phil's Supermarket" in partnership with supermarket guru Phil Lempert. The virtual world will showcase new Kraft products and allow virtual visitors to interact with Kraft experts.

The rest of this article is only available to active members of Questia

Sign up now for a free, 1-day trial and receive full access to:

  • Questia's entire collection
  • Automatic bibliography creation
  • More helpful research tools like notes, citations, and highlights
  • Ad-free environment

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Project items

Items saved from this article

This article has been saved
Highlights (0)
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

Citations (0)
Some of your citations are legacy items.

Any citation created before July 30, 2012 will labeled as a “Cited page.” New citations will be saved as cited passages, pages or articles.

We also added the ability to view new citations from your projects or the book or article where you created them.

Notes (0)
Bookmarks (0)

You have no saved items from this article

Project items include:
  • Saved book/article
  • Highlights
  • Quotes/citations
  • Notes
  • Bookmarks
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited article

Women Are Clicking: The Online World Becomes a Vital Platform for Reaching Female Consumers of All Ages
Settings

Settings

Typeface
Text size Smaller Larger
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Full screen

matching results for page

Cited passage

Style
Citations are available only to our active members.
Sign up now to cite pages or passages in MLA, APA and Chicago citation styles.

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

"Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Cited passage

Welcome to the new Questia Reader

The Questia Reader has been updated to provide you with an even better online reading experience.  It is now 100% Responsive, which means you can read our books and articles on any sized device you wish.  All of your favorite tools like notes, highlights, and citations are still here, but the way you select text has been updated to be easier to use, especially on touchscreen devices.  Here's how:

1. Click or tap the first word you want to select.
2. Click or tap the last word you want to select.

OK, got it!

Thanks for trying Questia!

Please continue trying out our research tools, but please note, full functionality is available only to our active members.

Your work will be lost once you leave this Web page.

For full access in an ad-free environment, sign up now for a FREE, 1-day trial.

Already a member? Log in now.