CHALLENGES
Along with a reliance on online advertising, which has yet to prove a dependable revenue source, another main problem with sites like iVillage, Women.com, and Oxygen.com is their attempt to target such a large, highly diverse group of people. According to BusinessWeek Online writer Diane Brady, "Women aren't a terrific niche market. There are too many of us, with too many different tastes, to race toward a portal or network based on gender alone." Despite the struggles faced by most of the Web sites targeting women, most analysts believe that women will continue to be a point of focus for new online ventures. According to a study conducted by California-based PeopleSupport, an online provider of customer service, nearly 63 percent of individuals who shop online twice a week or more are women. In addition, Forrester Research predicts that over 71.2 million women will be online by 2005, as the average annual Internet usage growth rate over the next five years for women will be 19 percent, compared to 13 percent for men.
FURTHER READING:
Brady, Diane. "Why Oxygen Is Hyperventilating." BusinessWeek Online, October 16, 2000. Available from www.businessweek.com.
Brookman, Faye. "An i Toward Profitability; iVillage Inc." Crain's New York Business, November 27, 2000.
——. "Millionaires of Silicon Alley: Candice Carpenter." Crain's New York Business. November 29, 1999.
"Data Zone: Top TV Show Web Sites." Electronic Media, August 7, 2000.
Donahue, Dick, and Daisy Maryles. "Oprah Yet Again." Publishers Weekly, October 18, 1999.
Greenberg, Paul A. "Gender Gap Narrows As Women Take to the Net." E-Commerce Times, November 9, 1999. Available from www.ecommercetimes.com.
"Internet Hears Women Roar—Study." Newsbytes, August 19, 2000.
Kwan, Joshua."Women on the Web: Specialty Sites Struggle." San Jose Mercury News, March 11, 2001.
"Need an Oprah Fix? Now She's on Your PC." BusinessWeek Online, November 5, 1998. Available from www.businessweek.com.
O'Leary, Mick. "Web Goes Mainstream for Everybody." Online, November 2000.
"Women Lead Internet Charge." United Press International, March 23, 2000.
"Women Prove to Be Serious Shoppers in Internet Realm." Crain's Cleveland Business, October 2, 2000.
SEE ALSO: iVillage.com; Oprah.com; Virtual Communities
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