Companies looking to boost the success of their internet marketing campaigns may benefit from taking a female-friendly approach.

Research from IPC Media shows that 97 per cent of female internet users research products online, while 92 per cent have made purchases on the web, eMarketer reports.

Commenting on the findings, Karin von Abrams, senior analyst for eMarketer, said they show that the web has become a "vital" tool for women in the UK.

"A phenomenal proportion of women using the net are researching or buying products online, signalling a real revolution in retail," she remarked.

The research also shows that 74 per cent of women who use the internet went online every day last year, up from 71 per cent the year before.

Meanwhile, Patricio Robles, a tech reporter at Econsultancy, has advised e-commerce companies launching new products to hold off on internet marketing until they have devised a compelling story to accompany their goods, as consumers love stories.

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