Women with Kids Shop for Bargains Online; Women without Kids Shop Brands
Some aspects of women's online behavior are determined as much by whether they have children as by their income level, according to Jupiter Research. While the amount of online spending is always tied to income level, the presence of children in the household also has an effect.
Women with children spend less money online and shop in fewer product categories than do childless women. Nearly two thirds (63%) of women without kids spent over $100 online in the three months prior to the study, while only 53% of women with kids spent as much during that time. (See chart on page 6.)
Women with children are more likely than those without kids to say they watch less TV because they are spending time on the Internet. Four in 10 women with kids (44%) say their TV usage has declined as a result of spending time online, compared with 37% of childless women who say so. Most women, however, say they watch about the same amount of TV regardless of Internet usage: 60% of childless women and 54% of women with kids say so.
Women without children are more likely than those with children to use the Internet for making travel arrangements, getting stock quotes, and finding information on local events. Women with children are more likely than those without them to visit adult websites, play games online, and download music.
The top online activities of women both with and without kids are e-mail (96% of women without kids and 95% of women with kids use it monthly), search engines (78% of women without kids and 72% of those with kids use them monthly), and electronic greeting cards or postcards (74% of women without kids and 71% of women with kids use them monthly).
Women with children are more likely than those without children to use online coupons for most product categories, with the exception of travel services, books, automotive care, and apparel.
Even offline, women with kids are more bargain-driven and less brand-conscious than those without children.
As of 2002, more than half of U.S. women (54%) are online; seven in 10 are expected to be online by 2006. More than eight in 10 women age 18-34 (85%) and 35-49 (81%) will be online by 2006.
Contrary to the popular image of Internet users as affluent, the majority (71%) of online women live in low- to middle-income households. Low-income women (earning $40,000 or less per year) without children make up the largest group of women online, accounting for 23% of the female online population. Middle-income ($40,000-$75,000) women with children (19%) and without children (17%) make up the next-largest groups of women online. [ONLINE, HUMAN BEHAVIOR]
"Demographic Profile: Women Online, 2002," Rachel Terrace, Lead Analyst, Jupiter Research, 21 Astor Pl., New York, NY 10003; phone: 212-780-6060; website: http://www.jmm.com Price: Call for information.
Online Spending In Past Three Months, By Women With And Without Children Women without Women with children children $50 or less 15% 19% $51-$100 20% 28% $101-$500 45% 41% $501-$1,000 13% 9% More than $1,000 5% 3% Source: Jupiter Research Note: Table made from bar graph Online Activities Women Without Children Do More Frequently Than Women With Children Women without Women with children children Find local events 63% 53% Travel arrangements 54% 38% Read newspaper 47% 37% Research for work 41% 33% Find stock quotes 20% 13% * Activities done monthly or more frequently Source: Jupiter Research Note: Table made from bar graph Online Activities Women With Children Do More Frequently Than Women Without Children Women without Women with children children Homework/school research 24% 40% Online games 22% 29% Download music 24% 29% Visit music website 30% 34% Visit adult website 6% 10% * Activities done monthly or more frequently Source: Jupiter Research Note: Table made from bar graph ONLINE COUPON USAGE * BY WOMEN WITH AND WITHOUT CHILDREN Without With Category kids kids Food 37% 50% Household products 34% 43% Books/music 31% 25% Cosmetics 30% 32% Personal care products 26% 37% Apparel/footwear 22% 21% Travel 10% 7% Automotive care 6% 4% * Have ever used an online coupon in that category Sources: Jupiter Research, NPD Group ATTITUDES TOWARD BRANDS AND SHOPPING, WOMEN WITH AND WITHOUT CHILDREN (% who say the statement describes their attitude) Women Women without with kids kids I find the best deals 65% 69% When satisfied with a product, I 64% 60% buy other items from the company I buy things on sale that I 35% 41% wouldn't buy otherwise I buy well-known brands, even if 34% 27% means paying more More expensive products are 22% 18% generally of better quality Brands reflect my personality 20% 14% I prefer brands priced a little 10% 4% beyond my means Sources: Jupiter Research, NPD Group NUMBER AND PERCENTAGE OF U. …