Microsoft, Mindshare and Ogilvy Chicago uncover Digital Divas in a study of women’s online behavior.
The study surveys more than 800 women on their digital domains, revealing insight on topics from everyday technology gadgets to overarching online philosophies and how and when they shop and “unplug.”
Coined Digital Divas, 16% of the women surveyed were found to have a higher propensity to shop, communicate and employ digital devices.
22% of the Digital Divas shop once per day the majority views devices such as cell phones and computers as “extensions of themselves." 86% pass along interesting “finds” to others. On average, they have 171 contacts in e-mail, social networking and cell phone address books.
Those marketing types always have a good hand in finding new terms. Digital Diva is a great term. Women want to be a Diva and companies want to appeal to Divas.

More details about Digital Divas can be found in this Microsoft announcement.

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