According to a new study from comScore, social networking sites reach a higher percentage of women than men. “Women on the Web: How Women Are Shaping the Internet”, found that 76% of women visit a social networking site compared to 70% of men.
Globally, women demonstrate higher engagement levels with social networking sites than men. Using data from May 2010, comScore reported that although women comprise 48% of total unique visitors to the social networking category, they consume 57% of pages and account for nearly 57% of total minutes spent on these sites.
Women spend significantly more time on social networking sites than men, with women averaging 5.5 hours per month compared to 4 hours for men — this demonstrates women’s strong engagement with social sites.
On average, women spend more time online per month, 25 hours vs. 23 hours for men. But, when it comes to the social Web, there’s an even bigger divergence between the sexes. “Nearly 56 percent of adult women say they use the Internet to stay in touch with people, compared to 46% of adult men,” according to the report. comScore identifies higher activity levels in social categories such as social networking, instant messenger, and e-mail.
Those behaviors equate to women spending an average of 16.3% of their online time per month on social networks, a percentage that continues to rise month-to-month. Men spend just 11.7% of their time on the same activities.
Latin America and North America Display Strongest Social Networking Reach Among Women
Perhaps reflecting cultural differences, the relative importance of social networking varies across countries. However, no matter the location, women are consistently more social on the Web than their male counterparts. The social Web’s influence among women is highest in Latin America, where it reached 94% of females online, and in North America, where 91% engaged. 86% of Europe’s female online population visit a social networking site, while Asia Pacific, where parts of the region still have site restrictions and low broadband penetration, reported a 55% reach.
|Social Networking Category Reach by Worldwide Region for Females and Males
Total Audience, Age 15+ – Home & Work Locations*
Source: comScore Media Metrix
|Social Networking % Reach by Region|
Other takeaways from the report:
- Although men are in the majority across the global Internet, women spend about 8% more time online.
- Globally, women spend 20% more time on retail sites overall than men. Among the various retail sub-categories, Comparison Shopping and Apparel sites reached the highest percentage of women at 24.8% and 18.7%, respectively, in May 2010.
- In the U.S., women are more avid online buyers than men, with 12.5% of female Internet users making an online purchase in February 2010, compared to 9.3% of men.
- Health sites show some of the largest overall differences in reach between female and male, with a nearly 6-point gap between global women and men.
- In most countries women spend far less time watching online video than men, but women spend a much higher share of their time watching videos on YouTube than men.
- In both the U.S. and Europe, smartphone usage is dominated by men with both markets experiencing close to a 60/40 split in smartphone adoption between the genders.