Women
- Women on About.com use the internet to shop and research
- Women on About.com are influential
| - 94% of women on About.com shop online and 72% conduct research online before making major purchases
- 55% search online for travel information
- They are more likely to provide frequent advice on home improvements, compared to the overall online audience. (Index 131)
|
Portrait of Women on About.com
| Demographics | About.com (Comp) | About.com Reach (MM) |
| Women | 52% | 18.7 |
| 18-24: | 25% | 4.6 |
| 25-34: | 23% | 4.4 |
| 35-54: | 35% | 6.5 |
| 55+ | 17% | 3.2 |
| HHI < $50k | 53% | 9.9 |
| HHI $50k - $74k | 6% | 1.1 |
| HHI $74k + | 38% | 7.1 |
| Married | 43% | 8.0 |
| Moms w/kids < 18 in HH | 45% | 8.3 |
| College Grad + | 43% | 8.0 |
| Employed | 43% | 8.1 |
Activities of Women on About.com
| Activities | Index |
| Attend live theaters | 187 |
| Enjoy going to museums and art galleries | 178 |
| Enjoy crafts | 139 |
| Search online for health information and treatment options | 136 |
| Search online for diet/exercise programs | 131 |
*Source: comScore Plan Metrix, June 2011; The Index indicates how About.com users compare against the average Internet user (100).