What Women Want (Online, that is!)

AdAge reports this week on Yahoo! and research firm Added Value’s “Women Connectonomics” study, which is full of interesting analysis on how women specifically use the Internet.

Not suprisingly, the study points out that women are complex creatures and don’t like to be pigeonholed. That being said, some of the common threads among women online are related to seeking out personal growth information and how to improve themselves. 

The most interesting finding? Although the popularity of social networking sites continues to surge, content-rich lifestyle and special interest sites are still perceived as more valuable, and more fulfilling, to the typical online woman. Content-rich sites are more of a resource tool for information and solutions for their daily lives. Content-focused sites also offer a treasured sense of anonymity that social networks do not — while the content itself still delivers a sense of community and connectedness.

Additionally, nearly half  – 44% - of women say they get information about products and brands on women’s lifestyle sites. Women are also most receptive to marketing messages on lifestyle, specialty and review sites, delivering 3X the impact on purchase decisions in comparison to the other online sites observed.

AdAge’s summary on the study is available here.