have had online parity (at least in the U.S.) for the past ten years, many advertisers still believe that
women’s magazines, celebrity gossip and baby sites are the best places to reach women online. While
these sites are effective in reaching women, they are by no means the only game in town. Women are
actually more engaged than men on the Internet, and they chart their own course. You just have to know
where to look.
women are primarily communicators, networkers and facilitators, it’s clear they are embracing social
networking in a way that men are not. Furthermore, the rise of social networking has prompted women of
all ages to engage in a host of associated online activities, such as photo-sharing, gaming, video viewing
and instant messaging. All of these activities have benefited from their linkage with Social Networking sites
in terms of their ability to attract new female users. Social retail, especially since it combines two activities
that are already firmly in the mainstream of women’s Web activity, may be the next frontier in this evolution.
Social networking is also emerging as a key driver for women in the mobile sphere.
key drivers of online buying. More women than men transact on the Internet and, collectively, they spend
more. While e-commerce buying is not as developed in regions like Asia and Latin America, women across
the world spend quite a lot of time on retail sites, indicating that as the e-commerce infrastructure and
perhaps cultural norms evolve, this trend will continue in other markets.
Sports, Automotive, and Online Trading sites remain male strongholds online, but beware of extending
other assumptions about online behavior. Women are just as likely to manage their money online, and
moms and grandmothers have emerged as online gamers along with high school- and college-aged boys.
And, engaging in online vices is no longer the exclusive territory of men.
gender. This will be important to remember when tracking the evolution of the large and rapidly growing
markets in Asia, Latin America and elsewhere in the world.
As a percentage of global Internet users, women are still slightly in the minority but are catching up quickly.
Differences are most stark in developing countries where Internet penetration is still low; in many
developed countries, the split is about equal. However, once online, women are more connected than men.
Community and Lifestyle sites, traditionally aimed at women, continue to attract this audience, especially
with parenting, food and home-related content. Health sites continue the trend of attracting primarily female
Topic areas that are male mainstays in the offline world – automotive, sports and some aspects of finance
– are also male-heavy online. There are, however, some areas of finance where women outpace men.
And, women are actively engaged in areas that are typically associated with males, such as adult content
Women generate a smaller share of online activity in the mobile space, but this is because they are less
likely to own a Smartphone or have an unlimited data plan, both key drivers of mobile Internet usage.
Unsurprisingly, social networking is a key element of women’s use of the mobile Internet.
Singapore, the U.S., New Zealand, Russia and Canada have the highest proportion of adult female Webusers – all with 50 percent or more. Countries with the lowest proportion of female Web users include twocountries where Internet penetration is still extremely low – India and Indonesia, with 28 and 35 percent,respectively.