The demographics of the Internet have changed. Once thought to be a male bunker, the Internet has evolved. Women now represent 50 percent of Web users and 56 percent of new users signing on. Women handle 75 percent of family finances. The Internet's long-term viability depends on keeping these women clicking.
Women often go online with very specific to-do lists.
Productivity is the number one reason women cite for going online. They have high standards for utility, navigation, value, quality, and customer service. Women are looking for different information and in different ways from the traditional male audience. Designers should consider moving from a broadcasting model of communication to an interactive and dynamic palette where users are collaborators. Just as there is not a single type of site to serve all men on the Web, neither is there a single quick fix to attract women online.