Women Encroach on ‘Male’ Sites

August 11, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Automotive | Brand Metrics | Data-driven | Media & Entertainment | Men | Retail & E-Commerce | Sports | Women

Women are visiting many online site categories traditionally associated with males at similar rates to men, but spending less time, according to a new study from comScore.

Women’s usage rates of websites that fall into the sports, automotive and technology categories are similar to men. However, women’s engagement with these sites is still substantially lower. Following is a brief overview of reach and engagement among women as compared to men for each category.

Women Good Online Sports
The reach of online sports sites follows a similar pattern among females and males. Among women, their reach is slightly less than 30% for 15-to-24-year-olds, and then grows to 30% for 25-to-34-year-olds, slightly increases for 35-to-44-year-olds, and peaks at close to 40% for 45-to-54-year-olds and women 55 and up.

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Among men, sports site reach is slightly less than 40% for 15-to-24-year-olds and hits 40% for both 25-to-34-year-olds and 35-to-44-year-olds. It then surpasses 40% for 45-to-54-year-olds and stays virtually flat for men 55 and up.

Men spend substantially more time on sports sites than women in every age bracket, however, peaking at an average of a little more than 70 minutes per month among 25-to-34-olds, roughly double the average monthly time spent of women in that age group.

Women Show Online Auto Enthusiasm
Reach of automotive sites among women is slightly more than 20% for 15-to-24-year-olds, and then grows to 25% for 25-to-34-year-olds, stays roughly flat for 35-to-44-year-olds, and peaks at about 30% for 45-to-54-year-olds before slightly dropping among women 55 and up.
Reach of automotive sites among men follows a similar trend, although there is a slight increase among men 55 and up compared to men 45-54 (reach for both age groups is near 35%).

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The difference in average time spent per month visiting automotive sites is less dramatic than the difference in average time per month spent visiting sports sites. Average time spent among males and females 55 an up is virtually identical at slightly more than 30 minutes. Peak average for both genders is in the 35-44 bracket (40 minutes for men, almost 30 minutes for women).

Technology Reaches Women
The reach of technology sites among the genders is virtually identical, with a fractionally higher reach among men in every bracket except 55 and up, where the genders tie at a little more than 60% (top reach for both genders).

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Men spend more time than women on technology sites, although the averages are fairly close except in the 55 and up bracket, where men average about 20 minutes per month and women average less than 15 minutes per month.

Women More Likely to Use Community, Health Sites
Women are more likely than men to use community and health-oriented sites, according to other results from “How Women Are Shaping the Internet.” However, in a trend that may reflect men’s changing role in many societies, the gender disparity among worldwide users increases with age. Among 15-to-24-year-olds, community sites reach 60% of women and more than 55% of men. In the 25-34 bracket, reach is slightly higher among women and slightly lower among men.

The disparity begins to increase more noticeably among 35-to-44-year-olds, as community sites reach almost 65% of women this age but only slightly more than 55% of men. Although the reach among men 45-to-54 grows to about 60%, among women this age it approaches 70%. Community sites have their highest reach (and gender disparity) among men (slightly more than 60%) and women (slightly more than 70%) age 55 and up.

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