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Banner advertisers are being told to target women more actively if they want to increase their response rates.
Published: 10 April 2001 16:32 BST
Research out today from Microsoft's internet portal MSN has found that 60 per cent of women online click on banner adverts to get more information on the product, one third go back to an advertiser's site after viewing the ad online and four out of five women internet users employ the tool to research products before making a purchase.
Furthermore, 32 per cent of the new mothers surveyed said they prefer to shop online than travel to the shops.
The findings, published on Internet News, were compiled from a survey of 2,222 female MSN users in the US between the ages of 18 and 54. The survey was carried out by marketing company Millward Brown.
A spokesman for MSN said the company is surprised with the extent to which women use the internet for their purchasing decisions and that advertisers should "tweak" their approach to selling products online accordingly.
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