With a strong majority of tickets being purchased by women, it's important to have an understanding of how they use the Internet. Here is an interesting study that looks specifically at African American women and how they utilize the Internet in comparison to the overall female population.
"It almost goes without saying that the best way for marketers to reach households is through women. About three-quarters of both black and white women surveyed in the Nia Online Research Monitor said they are either the primary decision-maker for all decisions in their household, or the primary decision-maker for the majority of decisions," said Sheryl Huggins, Vice President of Information Services, Nia Enterprises.
"However, black female Internet users have a more intensive role as the "gatekeepers" to a household's coffers than their white counterparts. Fifty-seven percent of black respondents to the Monitor identified themselves as the primary decision-maker for all decisions, versus only 42 percent of white respondents."
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