Women’s use of the internet is changing in tandem with the fact that their own roles in society are changing.
No longer simply defined as the “mother of” or “wife of,” women more and more are defined by their careers and personal interests.
No longer bound by archaic standards of perfection, more and more women are using the internet to get advice, talk about taboo subjects, and sharing experiences with other women.
In this vein, forums are a way to “release & escape,” and conduct “mutual sharing,” terms that a large percentage of women used to describe their goals when using the internet.
Facebook, on the other hand, is seen less as an authentic way to talk to others, but more as an “online runway” in which women need to post the best pictures of themselves for others to see.
So what are the implications in terms of marketing? Women are much more trusting of ads on websites that offer content (like forums dedicated to women) than ads from Facebook, which they tend to view as ingenuine.