Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Young Women Bank Online, Click on Ads

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Young Women Bank Online, Click on Ads

Article excerpt

Gen X and Y women are more likely than their male peers to bank or pay bills online, and to use the Internet to research financial products, according to the American Interactive Consumer Survey by The Dieringer Research Group. Nearly two thirds (64%) of online women in this age group bank online, compared to only 44% of their male peers (see chart below). Women age 25-29 are the most likely of all demographic groups use online banking (80%) and bill paying (49%).

Among 25-29-year-old women, those with children are more likely than others to use online banking services for checking balances and transferring funds, but they're less likely than other women their age to pay bills online. The study authors believe this is because young mothers have a year less online experience on average than other women their age; less experienced Internet users are less likely to pay bills online.

Women age 18-29 are more likely than men their age to research a variety of financial products online (see chart on page 12). While men of this age are more likely than women to say information they find online is apt to change their opinions of financial or insurance companies and brands, women are more likely to actually open new accounts or buy policies after researching these products online.

Women in their mid to late 20s are more likely than online adults overall to click on online ads: 59% of women age 25-29 had clicked on an online ad in the previous month, compared to 48% of all online adults. Almost twice as many women age 25-29 (12%) as men the same age (7%) had made a purchase based on an online ad in the previous month.

Women 18-29 are more likely than men their age to consider most kinds of advertising valuable when making a purchasing decision. …

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