However, women still have big concerns about security and privacy that can prevent them shopping online. Ecommerce sites targeting women should include visible privacy statements and guarantee transaction security to make women feel comfortable closing the sale. They are looking for web sites that will help them help their children and make them smarter mothers. Working women find the Internet an invaluable tool, with email being their preferred means of communication. Women-friendly sites need to be fast and easy to use.
Women also use the Internet to escape and take some time for themselves at the end of a long day.
These opinion-leaders are eager to be the first to discover new products and immediately share these discoveries via the powerful Internet grapevine. Men focus on transactions while women thrive on making personal contacts. The Internet is the first medium that enables advertisers to establish actual interactive relationships. Sites wanting to attract a loyal, female audience should include high degrees of interactive, current content and personalization. Women are natural community builders.