MEDIA-I: Millward Brown finds women do click on banners

<p>An estimated 60 per cent of female internet users on the MSN </p><p>website click on banners, according to a new survey. The report also </p><p>found that 30 per cent of women who click on ads go back to the </p><p>advertiser's site at a later time. </p><p><BR><BR> </p><p>A high 78 per cent of the 2,222 women polled said they go online to get </p><p>product information before spending, with 60 per cent claiming it helped </p><p>save them time when shopping. The report was commissioned by MSN with </p><p>Millward Brown IntelliQuest. </p><p><BR><BR> </p><p>Separately, a new study by Nielsen NetRatings and Booz Allen & Hamilton </p><p>has categorised seven types of internet users. The study takes a new </p><p>approach in not categorising users by demographic, attitudinal data, but </p><p>rather by creating groups based on their internet usage occasions. The </p><p>researcher dubbed this as "occasionalisation". </p><p><BR><BR> </p><p>This included "Quickies", "Just the facts" and "Single mission", who </p><p>spend less time online and are unlikely to notice ads. "Do it again" </p><p>users returned to sites and were willing to click on banners. </p><p>"Loitering" users spend longer time online. "Information, Please" users </p><p>spent long periods online, while "Surfing" users spent the most time </p><p>online and were most open to marketing messages. </p><p><BR><BR> </p>