SOURCE: Unicast


June 21, 2010 06:02 ET

Women This Summer Plan to Use the Web for Connections, News, Sales and Entertainment

Unicast's "What Women Want From the Web Report" Summer 2010 Finds Ads With Discounts, Content Creation and Local Info Make Biggest Impact

AUSTIN, TX--(Marketwire - June 21, 2010) - As summer begins, plans are heating up for vacations, movie watching and activities to keep kids occupied. Women -- the "Chief Household Officers" -- make 85% of all brand purchase decisions, so it's important for marketers to learn what they want online, where they find it and what ads they notice. To provide new insight on women's online summer plans, Unicast today announced the results of a national survey identifying the key activities, most popular web content, favorite ad formats and product advertising noticed by American women. Unicast is a leader in online interactive rich media and video advertising technology for the world's top publishers, brands and agencies.

Unicast's "What Women Want From the Web Report" Summer 2010, which polled 516 adult women, found 95% of women plan to go online, and 62% notice and/or interact with online advertising. Women aged 18-24 use the web more than other age groups for all activities except keeping up with news -- 53% vs. 67% overall.

What Women Plan To Do Online:

  • 76% plan to connect with friends and family
  • 67% will keep up with news
  • 64% plan to shop for sales/compare prices
  • 59% intend to entertain themselves (play games, listen to music or watch TV/movies)
  • 48% will research travel/vacations

According to Unicast's "What Women Want From the Web Report" Summer 2010, the ads that resonate with women:

  • 46% - include sales, discount codes
  • 31% - feature creating/submitting an entry to win a prize
  • 24% - provide customized local information
  • 22% - offer interactive surveys/quizzes

The products women notice ads for:

  • 35% - entertainment
  • 33% - food and beverages, or health/beauty products
  • 30% - fashion/clothing
  • 27% - travel
  • 20% - gaming

The report found women who visit blogs notice online advertising far more than overall respondents. While this is a small group with just 13% of women who read blogs regularly, it shows females are potentially more open to ads from relevant sources of information that they trust. Women age 18-24 are also more receptive to online advertising in various formats than the overall population, particularly more interested in localized information, surveys, social media formats and downloadable content.

"As more women integrate digital channels into their daily routine and subsequent spending power shifts online this summer, Unicast has also seen an increase of interest from advertisers to develop richer, engaging and more in-depth content online to drive sales with this demographic," Bryan Hjelm, VP of Product & Marketing for Unicast.

"This summer will generate high online traffic from women looking to plan their activities," Hjelm continued. "While entertainment, food & beverage, and health/beauty advertisements continue to build awareness within this group, marketers that focus on targeting and optimizing creative elements within their advertisements to include sales incentives, quizzes, social media and local content will realize higher engagement metrics across female audiences."

Unicast's "What Women Want From the Web Report" Summer 2010 was conducted May 27-28 by the polling company™, inc. The online survey queried 1,062 Americans age 18+. The report analyzes the responses of the 516 women queried.

A full report of the findings is available here:

About Unicast

Unicast has been providing state-of-the-art rich media solutions for publishers, agencies and advertisers since 1998. Integrating creative support with campaign management and detailed analytics, Unicast technologies empower customers to manage the complex process of deploying online advertising campaigns. Today, our solutions are leveraged globally by some of the world's most esteemed brands, including AOL, Fox Interactive Media, MSN, MindShare, NBC Universal, ABC, CBS, and Initiative Media. For more information, visit

Unicast is part of the DG FastChannel's family of companies. DG FastChannel (NASDAQ: DGIT) is a leading provider of digital media services to the advertising, entertainment and broadcast industries.

Contact Information

  • Media Contact
    Jennie Kong
    Atomic PR, Los Angeles
    P: 310-689-7588
    E: Email Contact

    Unicast Contact
    Bryan Hjelm
    VP of Marketing
    P: 512-469-5900