The Online Woman

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Internet Occupies 40 Percent of Typical Day for Working Women

According to a new survey from The Media Audit, working women now make up 27.1% of all U.S. adults, and 10.1% of all U.S. adults are working women with a household income of more than $75,000. These women are termed "Affluent Working Women" by The Media Audit and represent an elusive but desirable target audience for many advertisers.

For example, Affluent Working Women are 31% more likely than the average adult to use a travel agent, 38% more likely to frequently dine out, and 35% more likely to be purchasing a new vehicle in the next 12 months.

Today, among all working women, 68.8% work full time and an even greater percent -- 76.6% of "Affluent Working Women" work full time. As a result, trying to reach these consumers via traditional media has become increasingly challenging.

According to a Media Day Analysis from The Media Audit, the Internet now represents the largest percent of an Affluent Working Woman's total time spent with media in a typical day. Forty percent of the typical day is spent online for this target audience, a figure that is 12% higher when compared to the average U.S. consumer.

Television ranks as the second most used medium among Affluent Working Women. The medium makes up 25.8% of an Affluent Working Woman's typical "media day." However, when compared to the typical U.S. adult, Affluent Working Women spend 20% less time watching TV.

Radio ranks third among Affluent Working Women, with 19.6% of the typical media day spent listening.

Surveys were conducted in 80 U.S. Cities between January 2009 and March 2010.

(Source: The Media Audit, 05/25/10)

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