Web La Feminine
It’s a Woman’s
World Wide Web
Media Metrix & Jupiter Communications
By Anne
Rickert, Media Metrix and Anya Sacharow, Jupiter
Communications
August 2000
EXECUTIVE
SUMMARY
Women
Surpass Men Online
The
number of women online surpassed that of men for the
first time ever in Q1 2000 in the U.S. Additionally, the
population of women as a whole is growing more rapidly
than the online population overall: the total Web
universe expanded by 22.4% during the past year, while
the female user universe expanded by 34.9%.
Teen
Girls Demo Growing Five Times Faster than Internet
Overall
The
most notable increase by age group from 1999 to 2000 was
among teen girls 12-17, increasing over 125 percent. The
number of females aged 18-24, on the other hand,
decreased slightly during the same period, perhaps
indicating a shift in interest toward the college
experience and early career building. Women aged 55
plus, as well as young girls 2-11, also posted notable
increases in their percent representation online this
year.
Women’s
Lifestages are Apparent in the Types of Online Content
they Prefer
As
Internet users establish a distinct presence across
virtually all age and gender lines, content providers
continue to develop targeted websites that mirror the
needs and interests of specific populations. These niche
sites may not draw the most significant number of unique
visitors overall, but they often boast a heavier
concentration of users from key demographic groups. A
thorough analysis of sites with a high composition of
women within specific age groups yields lists of very
similar looking Web content. For example, women in the
24 to 35 age bracket are most highly concentrated among
sites offering content, advice and community focused on
childcare.
A
detailed analysis of websites with the highest percent
composition of females in each stage of life – from
schoolgirls on up to older women enjoying their senior
years — yields compelling insight on usage patterns
within each age group.
Marketers
targeting Women Employ similar Methods in Europe and the
U.S.
Women’s
approach to the Internet tends to be focused on
practicality whether they live in the United States or
in Europe. They don’t waste much time on a variety of
different sites but return to those which save them time
or money. The Internet is the ideal medium to distribute
information about bargains and tips and tricks which can
be posted immediately and visible to all. Women
understand this and increasingly use the Internet to
make everyday life easier.
Click
here for the full report (Adobe PDF 182kb file)
Source: Media Metrix,
Inc.
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