Primary ISP Decision Makers
Are Women

Once on the fringes of the Internet community—women, especially business women—are now a driving force. Food for thought for ISP marketers.

by ISP-Planet Staff [December 7, 1999]

Six out of ten U.S. business women use the Internet frequently, according to a new report entitled Women Business Owners as Consumers: Transforming the Marketplace. The report was released this week by the National Foundation for Women Business Owners (NFWBO) and focuses on the economic impact of working women.

The report indicates that business women are the primary Internet decision makers in the home and that they select Internet service providers in more than half of cases.

Furthermore, 57 percent of women business owners and 40 percent of women employees have bought products or services online.

Leisure products, computer equipment, and travel reservations are the most popular online purchases for both women business owners and women employees. Online banking and bill paying services are used by over one third of business women. The report also revealed that more women employees than women entrepreneurs are likely to purchase personal items and stocks and bonds over the Internet.

The report is based on a national survey of women entrepreneurs and women employees in the United States, sponsored by AT&T and the Principal Financial Group.

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