Women Dominate Many Aspects of the Digital Media Environment One of the amazing things that arises from having access to the wide variety of data that comScore analyzes on a daily basis is the identification of truly interesting trends. Recently, we took a deeper dive into the digital behaviors of women across the globe, including the comparison of those behaviors against men in 40 individual countries. What we found was incredibly illuminating. Not only should women not be ignored, but in fact they were the key drivers behind many of the most relevant trends online today. Consider the following:
Women Control the Pocketbooks Online, Too In the U.S., women make up about half the internet population, but generate 58% of dollars spent online. Interestingly, while men and women account for about the same share of spending at the online pure-play retailers (Amazon, Dell, Overstock, etc.), women account for twice the share (67% vs. 33%) of online spending at multi-channel retailers like Wal-Mart and Best Buy.
Women are More Engaged Online Overall Female Internet users are more engaged. On a worldwide basis, women spend 8% more time on the Internet than men. They go online 58 times per month on average, more than the 54 times per month for men. They also spend about 4 minutes more per day online than men (82 minutes vs. 78 minutes).
Women are Heavier Social Media Users Women have always spent more time on social networking sites than men, but the percentage of time women spend is increasing at a faster rate than for men. Women have often been early adopters of technologies that emphasize sharing and communication, such as photo-sharing, chat and IM. Interestingly, women of all ages tend to become highly engaged in social media. While a smaller percentage of older women use social networking, once they discover it, they are just as engaged as younger women.
Marketing to Women through Digital Media = Massive Untapped Opportunity Our research helps illustrate just how massive an opportunity exists for marketing to women and the advantage of developing technology and products that speak to their needs and improve their lives. While men will continue to play a role in start-ups that serve this market, they are no substitute for a woman.
Women Dominate Many Aspects of the Digital Media Environment
ReplyDeleteOne of the amazing things that arises from having access to the wide variety of data that comScore analyzes on a daily basis is the identification of truly interesting trends. Recently, we took a deeper dive into the digital behaviors of women across the globe, including the comparison of those behaviors against men in 40 individual countries. What we found was incredibly illuminating. Not only should women not be ignored, but in fact they were the key drivers behind many of the most relevant trends online today. Consider the following:
Women Control the Pocketbooks Online, Too
ReplyDeleteIn the U.S., women make up about half the internet population, but generate 58% of dollars spent online. Interestingly, while men and women account for about the same share of spending at the online pure-play retailers (Amazon, Dell, Overstock, etc.), women account for twice the share (67% vs. 33%) of online spending at multi-channel retailers like Wal-Mart and Best Buy.
Women are More Engaged Online Overall
ReplyDeleteFemale Internet users are more engaged. On a worldwide basis, women spend 8% more time on the Internet than men. They go online 58 times per month on average, more than the 54 times per month for men. They also spend about 4 minutes more per day online than men (82 minutes vs. 78 minutes).
Women are Heavier Social Media Users
ReplyDeleteWomen have always spent more time on social networking sites than men, but the percentage of time women spend is increasing at a faster rate than for men. Women have often been early adopters of technologies that emphasize sharing and communication, such as photo-sharing, chat and IM. Interestingly, women of all ages tend to become highly engaged in social media. While a smaller percentage of older women use social networking, once they discover it, they are just as engaged as younger women.
Marketing to Women through Digital Media = Massive Untapped Opportunity
ReplyDeleteOur research helps illustrate just how massive an opportunity exists for marketing to women and the advantage of developing technology and products that speak to their needs and improve their lives. While men will continue to play a role in start-ups that serve this market, they are no substitute for a woman.
Women at any age, in any culture, will embrace web technology that delivers value for them
ReplyDelete