IPC MEDIA DOWNLOADS UK WOMEN'S ONLINE BEHAVIOUR WITH ORIGIN PANEL 'WOMEN'S SPACE' RESEARCH
November 9, 2007 
The majority of UK women are already highly proficient in their use of the Internet, with the average woman having been connected to the web for six and a half years, while 71% of UK women go online every day.
The findings come from Women's Space, the latest wave of research from IPC Media's ground-breaking Origin Panel – a major rolling programme of research using a unique 7,500-strong panel of UK women.
Women's Space, focusing on understanding UK women online, also highlights the average time spent on the Web – 105 minutes, with an average of nine sites visited per session. Meanwhile, mornings and late evenings are the key times to reach UK women online, while usage is prompted by both functional and emotional motivations – with the key online applications including social networking, dating and photo sharing.
The Origin Panel was launched in July, creating a major new rolling research study of UK women, designed to provide a continuous channel through which to understand the evolving attitudes and behaviour of women across the country. The Origin Panel provides a unique opportunity for on-going dialogue with a panel of over 7,500 nationally representative UK women.
Contrary to widely-held perceptions, the overwhelming majority of UK women believe they are knowledgeable about the Internet (67%), while 25% are early-adopting web-veterans. Only 8% of women classify themselves as online novices, with less than two years of surfing-experience.
Women's Space has also identified six core groups of women online, distinctive in their attitudes towards the Internet.
- Miss Duress (18%)* – at the beginning of her internet journey, but keen to get to grips fast to keep up with the kids
- Mrs Functional (14%)* – an experienced online user with a no-nonsense approach, gets what she needs when she needs it
- Miss Fanatical (16%)* – does everything she can online, she's receptive to everything the web has to offer, including advertising
- Mrs Positive (18%)* – considers herself knowledgeable and receptive, but always looking to improve her understanding of the net
- Miss Easy Life (16%)* – an experienced online user, she's motivated by sites and applications that make her life easier, but she also loves to browse and research
- Miss Relaxation (18%)* – serious about having fun, she uses the internet primarily as a source of leisure and entertainment.
IPC Insight is the division of IPC Advertising responsible for spearheading consumer research across IPC Media – including the Origin Panel. Amanda Wigginton, group head of Insight, says: “What women are doing online is a hugely testing question for a vast array of brands. There simply hasn't been the data to illustrate how UK women use the web.
“Through the Origin Panel we have been able to comprehensively address that knowledge gap, examining the types of women online, the extent of their digital evolution, and the breadth of uses they find for the web. 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 Origin Panel plans to conduct its Women's Space research on an annual basis, building over time a comprehensive vision of the online evolution of UK women.
Offline, IPC's peerless portfolio of women's magazines – including Marie Claire, In Style, woman&home, Essentials, Now, Look, Chat, Pick Me Up, Woman, Woman's Own and Woman's Weekly – reaches over 70% of UK women. And 2007 has seen IPC develop and launch a number of high profile new online brands for women including UK fashion and celebrity website www.instylemagazine.co.uk, definitive online homes portal www.housetohome.co.uk, essential web destination for UK women www.goodtoknow.co.uk.
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IPC Insight
IPC Insight is the division of IPC Advertising responsible for spearheading consumer research across IPC Media. It generates and co-ordinates a broad range of research initiatives and, as the authority on consumer behaviour across IPC's core markets and sectors, it works closely with key clients to ensure they develop more effective relationships with consumers and measures the effectiveness of their communications.
FOR MORE INFORMATION PLEASE CONTACT:
Chris Taylor, head of media relations, IPC Media on 020 7261 5276, 07980 221942 or email chris_taylor@ipcmedia.com
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