What Are UK Women Doing Online?

According to IPC Media, 74% of female Internet users in the UK went online every day last year.

In terms of login sessions, slightly more women went online on weekdays. But on the weekends, they spent more time online—an average of 20 more minutes a session.

Shopping was the most popular online activity. Nearly all the women (97%) said they researched products online, and 92% said they bought products online.

Social networking sites are becoming more popular, too. One-half of all UK female Internet users visited Facebook; slightly fewer went to MySpace and Bebo.

The appeal of video seems to be flattening out. While more UK women said they had visited YouTube in the past, 5 percentage points fewer said they were regular viewers.

"It's no surprise that women's love affair with the Internet has continued," said Karin von Abrams, senior analyst for eMarketer. "But this study shows just how vital a tool the Web has become for women in the UK.

"Three-quarters of female Internet users are online every day, weekdays and weekends," said Ms. Von Abrams. "And a phenomenal proportion of women using the Net are researching or buying products online, signaling a real revolution in retail."