Understanding how women view the Internet is extremely important to marketers since women currently make up half of all Internet users and will outnumber men online by three to two at the end of 2002. Netsmart's survey of 1,000 US households found that most women relay on the Internet to save time, simplify their lives, and to help them make smart decisions. Seventy-one percent are employed and most are heavy online users, averaging nine hours a week online. These statistics aside, there is tremendous diversity among women online. Schaffner suggests that marketers should not use mass market messaging in trying to reach women over the Internet.
Women vary on age lifecycle, whether they are married with or without children, divorced, or single.
Other dimensions such as whether they're professional or occupational, and level of education are also important. Different women sub-segments require more targeted marketing. It is imperative for companies with e-commerce sites to develop personalized sites based on their unique customer profiles, purchase histories, service histories, and customer surveys. Women are more apt to provide personal information to form a relationship, but there must be a guaranteed trust. Companies use TalkCity to obtain input on new products and services, and Kraft Food utilizes the site for a variety of on-going branding programs.