June 18, 2001
Women Maintain Lead in Internet Use
By Michael
Pastore
It was about one year
ago when Jupiter Media
Metrix found that women had surpassed men in
terms of their numbers online, and that has only
continued in 2001.
Women over the age of
18 comprise 40.9 percent of all online users, up
from 40.3 percent in May 2000 and 39.3 percent in
May 1999. By contrast, men 18 and older now account
for 39.8 percent of all online users, down from 40.1
percent in May 2000 and 45.7 percent in May 1999.
"Women continue
to tip the scale when it comes to their
representation online," said Doug McFarland,
president of Media Metrix. "It's been a year
since women have leveled the field, but the ratings
show that they're not through yet. Marketers and
online advertisers must not lose site of this
important demographic as it continues to shift the
online landscape."
The largest shift in
gender composition over the past two years occurred
among people over the age of 35. The number of
females age 35 to 54 increased from 19.0 percent in
May 1999 to 20.1 percent in May 2001, while males in
that age bracket dropped from 20.7 percent to 15.6
percent over the same period. The composition of
females 55 and over increased from 2.6 percent in
May 1999 to 4.7 percent in May 2001, while the
composition of males in that age bracket increased
less drastically from 4.4 percent in May 1999 to 5.3
percent in May 2001.
Digital
Media Users by Age/Gender
Combined home & work |
|
May 1999 |
May 2000 |
May 2001 |
| Males 18+ |
45.7% |
40.1% |
39.8% |
| Females 18+ |
39.3% |
40.3% |
40.9% |
| Males 18-24 |
8.1% |
8.0% |
8.7% |
| Females 18-24 |
8.6% |
6.6% |
6.8% |
| Males 25-34 |
12.5% |
10.2% |
10.1% |
| Females 25-34 |
9.4% |
10.7% |
9.3% |
| Males 35-54 |
20.7% |
17.3% |
15.6% |
| Females 35-54 |
19.0% |
18.7% |
20.1% |
| Males 55+ |
4.4% |
4.5% |
5.3% |
| Females 55+ |
2.6% |
4.2% |
4.7% |
| Source:
Jupiter Media Metrix |
While more women may
be using the Internet, men are using it more often.
According to data from Nielsen//NetRatings,
men spend 16 percent more time online every month
than women. In May 2001, they also viewed 31 percent
more pages and went online 11 percent more often
than women.
"The Internet
glass ceiling has long ago shattered," said
Sean Kaldor, vice president of eCommerce at
NetRatings. "The average man is no more likely
to be online than the average woman when it comes to
home surfing. The number of women online
statistically mirrors the gender breakdown of the
current U.S. population."
May
2001 Gender Breakdown
At-home users |
| Gender |
Composition |
Unique
Audience |
Time
(hr:min:sec)
| Number of
sessions |
Average
Pages
Viewed |
| Male |
48.3% |
49.83
million |
10:23:51 |
20 |
760 |
| Female |
51.7% |
53.33
million |
8:56:01 |
18 |
580 |
| Source:
Nielsen//NetRatings |
Men still maintain
their lead in the wireless world. According to a
survey conducted for
International Communications Research, men use
their cell phones an average of 372 minutes a
month, compared to an average of 275 minutes
per month for women. Slightly more than 20
percent of of men use 600 minutes a month or
more on their cell phones, compared to only
9.9 percent of women.
Women do use their
wireless phones to talk to friends and family more
than men do. Seventy-eight percent of conversations
by females are for friendly chat, compared to 64.5
percent for men. Men say that 33 percent of their
conversations are for business, compared to 20
percent of women.
While wireless
Internet access is still in its infancy, both sexes
are connecting equally. About 1.7 percent of men's
calls are used to connect to the Internet, while
women use about 1.6 percent of their wireless
minutes to connect to the Internet.
|