It gives women something they're familiar with,'' Mayberry says. Helping women navigate the unfamiliar will keep them on a site, according to the Burnett survey. ''If women are frustrated, they leave,'' says Denise Fedewa of LeoShe, a Burnett unit that researches women's tastes. That means customer service is key. Of the Net's attractions, ''No. 1 is e-mail,'' she says. Buyers ''can instantly tell a friend, 'Hey, I found something','' says Norman G. Weiss, alight's chief strategic officer.
Messaging works for teenage girls, too.
Teens view the Web as a new-millennium meeting place, where they can communicate instantly and freely. The McGraw-Hill Companies Inc. All rights reserved.