Women in the study also expressed a need for community across all ages. Forty-two percent of online women visited a social media site in the last month. Even women older than 40, who are generally considered to be less technically savvy, participated in social networks. In the last year, their involvement in social networks has doubled.
Yahoo certainly isn't the only -- or the first company -- to explore this impulse. IVillage has been catering to women -- and programming magazine's Web sites -- for years. In fact, Google "women" and "Internet" and iVillage is one of the first results to pop up on the page.
But women have been increasingly branching out, looking for alternatives to mainstream women's Web programming. One example is Jezebel.com, part of the stable of Gawker blogs.
The site launched in November 2007 with three editorial staffers and now, five months later, boasts seven, a loyal comment-happy following and content that chronicles its editors' love-hate relationship with women's magazines.
More recently, women older than 40 saw the launch of Wowowow.com, a site started by 15 high-profile women -- Whoopi Goldberg, Peggy Noonan, Lily Tomlin and Candice Bergen among them.
The idea for a site aimed at an older female audience came about during a lunch, according to Joni Evans, Wowowow's CEO and a former agent at William Morris.
While Evans was trying to get another project off the ground, she kept hearing from her female writer clients that there wasn't a space for their writing or that they were being hemmed in by subject market. Then, Evans took things into her own hands.
"I just did my own market research. I just called everybody I could think to call" from AOL to iVillage, she said. "It was clearer and clearer that women were going online and so were women over 40 and women over 50. … The trend was so obvious."
The site launched March 8 as a mixture of blog-type columns written by the site's founders as well as polls and forums. Judging by the number of comments, the site seems to be getting good traffic, although Evans declined to say how much.
Evans believes that giving this audience an online space is long overdue.
"One of the secret inspirations is that this demographic that has been so quiet for so long. … [It] is so powerful and so dynamic and so curious and so young and so alive and yet in the old model of television or magazines -- it always cut us off. You hit something like 49; you've faded," she said. "To have the medium that says, Wait a minute. To say, 'We're here, we're wise, we're smart and we want to take the Hill and we want to change laws. … That's a building an army. That's powerful. … I think women will change the world and I hope we'll be part of that."