Demographic Profile

The Internet is becoming an integral part of the modern woman's social, family and personal life

With more and more women regularly turning to the Internet to save time and make educated decisions about their lives and purchases, SheKnows provides one-stop shopping for information that is timely, educational, empowering, inspirational and relevant to their busy lives.
 
And based on a survey conducted by Opinion Research Corporation for AOL, SheKnows provides women with the targeted information they’re seeking each time they head to the Web.

The survey found that busy mothers use the Internet to take care of tasks they would otherwise conduct offline, including:

• Planning and researching trips (75 percent)
• Getting news and current events (71 percent)
• Banking/paying bills/managing their finances (68 percent)
• Doing research on products to buy (67 percent)
• Getting health information (66 percent)
• Finding recipes for dinner or large occasions (63 percent)
• Searching for discounts and coupons (55 percent)
• Filing taxes online (42 percent)
• Researching home improvement projects (35 percent)

With daily coverage of topics such as entertainment news and events, articles on health and fitness, a large recipe database and home improvement and decorating ideas, SheKnows speaks to what women really want while they’re online.
 
SheKnows also serves the needs of women by connecting them with like-minded peers through extensive message boards (which include pregnancy and baby channels).
 
Women use the Internet as a communication tool at a higher level than men 

According to the ORC study, women use the Internet as a communication tool more often than do the guys.  Survey results indicate that:

• One in four of all moms say they’ve met new friends online either in community areas, on message boards or in chat rooms. Among moms who spend 10 or more hours online a week, 39 percent say they've made new friends online;
• About one in four moms said they’re a member of an online community through regular visits to a message board, chat room or online group. Moms who are not employed are more likely to be members of an online community as are moms who spend 10 or more hours a week online (38 percent); and
• By far the most common type of group moms belong to are moms and pregnancy groups (31 percent), with weight loss groups (10 percent) and local hometown groups (8 percent) far behind.

Women are playing games online

In addition to information and connection, moms also use the Internet to de-stress with nearly 55 percent playing games online with 14 percent playing between midnight and 6 a.m.  But it’s not just busy mothers who turn to the Web! A separate survey conducted by Nielsen/Netratings and washintonpost.com indicates that working women are hitting the Internet hard in their quest to save time as well.
 
Key findings of the Nielsen survey show:

• About half have recently increased their use of the Internet -- far ahead of any other media. One-quarter have decreased their time with other major media;
• For these women, the Web has become a key component of all purchase decisions -- nearly 90 percent say they're able to do more product research online than offline;

Women say the Internet has an impact on their purchase decisions

According to the survey, over 60 percent of online working women recommended using the Internet in an advertising campaign aimed at reaching them -- 20 percent higher than television or direct mail. The study also says working women use the Web extensively to research purchases they conduct offline.

For example, over 80 percent of those who purchased travel products or services offline in the past month researched their purchases online beforehand.

SheKnows is for women, and was designed with their wants, needs and desires in mind. SheKnows.com's ultimate goals: To provide visitors with a quality experience, giving them all they're looking for — and more.

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