Women are the fastest growing online audience and particularly dominate in the 18-49 year old age groups. For women, content is king - they are using social media to communicate with friends, share information and voice opinion. Web Wise Women 3 is a research study conducted by IPC Southbank exploring the role of the internet in purchase decisions amongst women

Drawing on three bespoke studies conducted by IPC Insight, it explores women's online behaviour and how the internet enhances their lives, particularly in their online decision-making and purchasing process

- Upmarket women have increased accessibility to the web. 89% now have a broadband or wireless connection home, making the internet fit in at a time convenient to them and in the comfort of their own home. - The internet plays an integral part at all three stages of the decision-making process - awareness, research & purchase. Empowerment allows women to make informed decisions at each stage. 84% of upmarket women turn to the internet to keep informed. Please click to view the weblink or download attachment for full results

- Content is also crucial when considering online advertising. 6 in 10 are more likely to respond to an ad online if it is relevant to the content of the website they are visiting - Advertisers can utilise the trusted relationship that branded sites, such as IPC Southbank websites, already have with their consumers and benefit by association - 3 in 10 agree they trust ads on branded sites more than portals