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Microsoft Study Reveals Online and Digital Behavior of Women

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Microsoft teamed up with Mindshare and Ogilvy Chicago to study the online and digital behavior of women. They surveyed 800 women of varying ages and careers, including stay-at-home and work-at-home moms. Here's what they found:

  • 22 percent shop once per day.
  • 86 percent pass along interesting “finds” to others.
  • On average, they have 171 contacts in e-mail, social networking and cell phone address books.
  • E-mail is overwhelmingly, 85 percent, the most important tool.
  • They view tools such as rewards, loyalty cards, cell phones, coupons via the computer, TIVO and DVR, video on demand, opt-in daily e-mails, and handheld wireless devices to be “blessings” in their lives.
  • The majority views devices such as cell phones and computers as “extensions of themselves.”
  • More than half “never” unplug from their digital devices, even when sleeping.
  • Technology “curses” were few and centered on activities and types of communication that were “out of their control.”
  • If forced to, they would “throw out” their television or cell phone first; only 11 percent would throw out their personal laptop.
  • On average, they have 5.8 “screens” and 12 digital devices.

A special note about moms, which we already know are powerful influencers:

“For moms, the Internet serves as a link to the ‘outside world' — especially moms with a new baby,” said Debbie Solomon, managing director, Business Planning of Mindshare. “And moms are really the future of content creation. They have an insatiable appetite to create and share content — posting more than twice the average U.S. adult, whether publishing, maintaining or updating a blog or Web page.”

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