For every hour Britons spend on computers, 13 minutes are accounted for by 18-to-34-year-old women.

eMarketer senior analyst Karin von Abrams noted "women between 18 and 34 are at a stage of life where the Internet is an invaluable tool, whether they are researching universities, keeping in touch with friends from school, gathering information for college assignments, job-hunting or raising children."

Alex Burmaster of Nielsen said, "Companies who understand this [demographic] composition when providing services or content through the Web or simply advertising online will maximise their chances of success in the Internet of the future."

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