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According to WomenTrend, a Washington consulting firm, 80 percent of all household purchases are made or influenced by women. In 2000, 52 percent of online shoppers were women. The likelihood of Internet use among women tends to increase with age. CommerceNet/Nielsen Media Research says that women older than the age of 50 are more likely than men to purchase online and twice as likely to purchase online as are women in general.

Determine who your target audience is, then provide website content and features that will keep them interested.

Women of all ages primarily use the Internet to save time and money. They see the value in 24-hour availability and being able to compare prices quickly and easily without any sales pressure — which could be one reason car and financial sites are now thriving!

Women also enjoy a sense of community, which helps explain why www.women.com and www.iVillage.com are so successful. These sites not only give women a sense of community and comfort, but also help women with everyday-life problems. The number of women who visit education, health, and family sites is drastically higher than the number of men. To sum up, if you are trying to target women, be sure your site provides some of those features that interest them.