Women are spending 41% of their online time on mobiles and tablets, according to new research from publisher NewsLifeMedia.
The Australian Women study surveyed over 6,000 women across the publisher's female-dominated sites including KidSpot, Vogue and Taste and a focus group.
KidSpot chief executive Natalie Mactier told AdNews lightning fast tablet adoption rates showed 38% of women owned an iPad and nearly half of those surveyed own a tablet, an important insight for marketers.
She added: "We asked women what they admired in advertising and they told us they wanted brands to show them as they are. Women want them to speak to them intelligently and honestly." Mactier said word-of-mouth remains crucial for women in their purchasing decisions and advertising was the lowest of key influences on what women buy.
The research also found 47% of respondents aren't satisfied with their financial situation, but 66% are optimistic and believes hard work will pay off and their financials and career will improve.
Seventy-four percent have control or influence over the product purchases, up from 71% when the research was last carried out in 2009.
Body image and achieving 'ideal body weight' still stresses 72% of those surveyed. Respondents felt time poor and wanted an extra hour or two but 23% would spend that time on chores and tasks.
Those surveyed nominated at 70% family as the single most important thing, followed by financial security and personal happiness. Eighty-four percent of women surveyed said friendships make them happy.
NewsLifeMedia managing director Nicole Sheffield said in a statement: “Being on top of consumer sentiment, buying habits and user trends means our relationship with Australian women and her engagement with out brands is constantly evolving as her needs do. Our most recent findings shed light on her interaction with brands, key drivers who are looking to engage with her on a much deeper level.
Mactier said in a statement: “The more things change, the more they stay the same and this rings true with [Australian women's] adoption of technology – her greatest use is socially driven. For brands this represents a myriad of opportunities as technology is now a key enabler for all that she values.”
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