Women on the web: 6 insights from the comScore report on how women are shaping the Internet

Posted by: | Posted on: July 28th, 2010 | 83 Comments | Posted in: Digital Marketing, Marketing online, More clients, Research, Social media, social media marketing, Social networking

Do women and men interact differently online is a question I often get asked. Well here is some research that will help us all when considering how best to connect to our community online.

comScore, Inc. has today released a global report how women interact with the web called, “Women on the Web: How Women are Shaping the Internet” – it’s an extensive analysis of how women are are interacting online across social networks, online video, mobile communications, online retail trends and a number of other key areas.

ComScore Women On The Web Time Spent Online

The report comments that social networking sites reach a higher percentage of women than men globally, with 75.8 percent of all women online visiting a social networking site in May 2010 versus 69.7 percent of men.

Here are a few conclusions I drew from the comScore report.

1. Don’t just look to connect and reach women on women’s magazines, celebrity gossip and baby sites – the report comments that “women are more engaged than men on the Internet -you just have to know where to look”. Think beyond the obvious suspects when looking for online communities where you can reach the female consumer.

2. If you want to connect with women you need to understand how they interact in social networks – the report states “social networking is central to women’s Internet experience”. Women of all ages connect on social networks sharing photo’s, playing games, and watching online video. Globally, women spent an average of 16.3 percent of their online time on social networks in April 2010, compared to only 11.7 percent for the men.

3. Women in the US control the cash – more women than men get engaged with online transactions and collectively spend more.What does this mean then when it comes to the tone and content of your online marketing?

4. Act global but understand local influences – we need to deep our understanding of regional and cultural differences impact in Internet behaviour. The report goes into some depth about differences they have found across the globe.

5. Stop making the excuse that Social Networking is only relevant if you are marketing to a youth audience -  the 45+ female segment is driving the greatest proportion of growth for Social Networking sites, in terms of both visitation and time spent. Yes the 15-24 may use these sites more frequently and use them more however the 45+ age group visit and use Social Networking sites just as much as the 25-34 and 35-44 age groups.In fact older women are using Social Networks significantly more than men do. In North America, with 9 out of 10 female Internet users visiting a social network site in April 2010.

6. Men and Women use Twitter differently – the report comments that in an April 2010 comScore survey, men were found to be more likely to post their own Tweets than women; women on the other hand used Twitter more to find deals and promotions, as a place for conversing online and to follow celebrities.How does that change your content strategy for Twitter?

What other research and insights have you found about how female consumers use the web and how is it influencing your online marketing, PR and communications? What other insights did you glean from the comScore report?

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  • http://twitter.com/patrickdwalsh/status/19744233604 Patrick Walsh

    Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://tinyurl.com/2uztp55

  • http://twitter.com/gretchenglas/status/19744234466 Gretchen Glasscock

    Women on the web: 6 insights from the comScore report on how women are shaping the Internet: Do women and men inte… http://bit.ly/dwh1ds

  • http://twitter.com/becs100/status/19744272248 Rebekah O’Neill

    RT @krishnade: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://bit.ly/b5CMv5

  • http://twitter.com/surecontactja/status/19746376171 Sure Contact

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  • http://twitter.com/suestockdale/status/19748000025 suestockdale

    RT @KrishnaDe: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://bit.ly/b5CMv5

  • http://twitter.com/adtech_london/status/19814805835 ad:tech London

    RT @KrishnaDe: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://is.gd/dOIk4

  • http://twitter.com/conversationage/status/19819378730 ConversationAge

    Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/estateofflux/status/19819474007 Lucy

    RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/marketingfltr/status/19819483462 Marketing Filter

    RT @ConversationAge Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/arslanartist/status/19819568435 Arslan

    RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/annaknapik/status/19819724257 Anna Knapik

    RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/imadparacha/status/19819839664 Imad Paracha

    6 insights on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/kamichat/status/19819871384 Kami Huyse

    Really. Interesting analysis of comscore research about women and the web http://ow.ly/2iecl via @conversationage

  • jessicagnon

    @ConversationAge: Draws 6 insights from the comScore report on how women are shaping the Internet – good read http://ow.ly/2i44M

  • http://twitter.com/infinita/status/19820036993 Raquel Conde

    RT @ImadParacha: 6 insights on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/kathysciere/status/19820199512 Kathy Sciere

    RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

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    RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/ruxandrafed/status/19820489915 Ruxandra Fediuc

    RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/spwmainline/status/19820505295 SPW Main Line

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    RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/moni_gi/status/19823242031 Monika Gierszewska

    RT @imadparacha: 6 insights on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/ali_davies/status/19824314569 Ali Davies

    Interesting read RT @ConversationAge Women on the web: 6 insights from the report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/cecysnyder/status/19825683767 Cecilia Snyder

    RT @geoffliving: RT @kamichat: Really. Interesting analysis of comscore research about women and the web http://ow.ly/2iecl

  • http://twitter.com/andreamr/status/19826379387 Andrea Rothe

    RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/graeser/status/19865069496 Martin Graeser

    RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/floornobels/status/19883643096 floornobels

    RT @graeser: RT @ConversationAge: Women on the web: 6 insights from the comScore report on how women are shaping the Internet http://ow.ly/2i44M

  • http://twitter.com/btdirectories/status/19888228461 BTCustomerstreet

    http://bit.ly/ce0goK – Women on the web: 6 insights from the comScore report on how women are shaping the Internet #BTCustomerstreet

  • http://evertb.wordpress.com/2010/08/01/sunday-reading-august-1st/ Sunday Reading, August 1st « BLITZKRIEG BOPP

    [...] There are two people in Ireland who are gurus when it comes to online media. Bernie Goldbach is one and here’s the other one. [...]

  • http://twitter.com/ahallicks/status/20092722553 Alex Hall

    Nice – Women on the web: 6 insights from the comScore report on how women are shaping the Internet – http://is.gd/dXcDo

  • http://twitter.com/harold_white/status/21991858419 Harold White

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/mrtedchan/status/21991907799 mrtedchan

    RT @Harold_White: Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/shirley_barnes/status/22036580249 Shirley Barnes

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/22163486600 Harold White

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/22213447711 Harold White

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7I

  • http://connectingtowomen.com/2010/08/575-growth-of-women-on-mobile-web-in-two-years/ » Blog Archive » 575% growth of women on mobile web in two years

    [...] It means that the resistance to hearing these extraordinary growth trends about 50% of the population is strong and that the will to implement strategies to capitalise on them is weak. If an executive doesn’t have any day-to-day contact with women in powerful positions, it can lead them to believe that they don’t actually exist, except on the TV. This means that the leap to embrace a gender intelligent strategy is almost impossible if not overwhelming. So, here is a checklist from Krishna De that may help the process to be less daunting: http://www.krishnade.com/blog/2010/women-on-the-web/ [...]

  • http://twitter.com/shirley_barnes/status/22239959808 Shirley Barnes

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/22249899204 Frank Adams

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  • http://twitter.com/frank_adams/status/22363057757 Frank Adams

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    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/22780595866 Frank Adams

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/22783064263 Frank Adams

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/shirley_barnes/status/22901725029 Shirley Barnes

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/shirley_barnes/status/23019021320 Shirley Barnes

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    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/23121127837 Harold White

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/23965834688 Harold White

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/24078468854 Frank Adams

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/24083478312 Frank Adams

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  • http://twitter.com/frank_adams/status/24352955295 Frank Adams

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/shirley_barnes/status/24362546528 Shirley Barnes

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/24472604304 Harold White

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/shirley_barnes/status/24507575419 Shirley Barnes

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/24509810473 Harold White

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/shirley_barnes/status/24532563097 Shirley Barnes

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/24885283985 Harold White

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/25183571234 Frank Adams

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/25523716099 Harold White

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7N

  • http://twitter.com/shirley_barnes/status/25596546275 Shirley Barnes

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7Q

  • http://twitter.com/harold_white/status/25667724820 Harold White

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7V

  • http://twitter.com/harold_white/status/25945265843 Harold White

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG83

  • http://twitter.com/harold_white/status/26038624489 Harold White

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG83

  • http://twitter.com/frank_adams/status/26042236478 Frank Adams

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG83

  • http://twitter.com/frank_adams/status/26050259749 Frank Adams

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG83

  • http://twitter.com/frank_adams/status/26180246530 Frank Adams

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    comSco – http://bit.ly/cMiG7Z

  • http://twitter.com/harold_white/status/26255166132 Harold White

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7Z

  • http://twitter.com/frank_adams/status/26259664359 Frank Adams

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    comSco – http://bit.ly/cMiG7Z

  • http://twitter.com/shirley_barnes/status/26269703487 Shirley Barnes

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7Z

  • http://twitter.com/shirley_barnes/status/26284920758 Shirley Barnes

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7Z

  • http://twitter.com/harold_white/status/26403630564 Harold White

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/26450602703 Frank Adams

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/26544490177 Frank Adams

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/26770472622 Frank Adams

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/26823728220 Harold White

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/26898956699 Harold White

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/27417172833 Harold White

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/shirley_barnes/status/27583777846 Shirley Barnes

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/27661278618 Frank Adams

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7N

  • http://twitter.com/frank_adams/status/27879057174 Frank Adams

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/27969124274 Frank Adams

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7Q

  • http://twitter.com/frank_adams/status/27969124274 Frank Adams

    Do women and men interact differently online is a question I often get asked – http://bit.ly/cMiG7Q

  • http://twitter.com/shirley_barnes/status/28498594440 Shirley Barnes

    Well here is some research that will help us all when considering how best to connect to our community online.
    comSco – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/28506744938 Frank Adams

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7I

  • http://twitter.com/harold_white/status/28535374089 Harold White

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7I

  • http://twitter.com/frank_adams/status/28736948085 Frank Adams

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7I

  • http://twitter.com/shirley_barnes/status/28891134349 Shirley Barnes

    has today released a global report how women interact with the web called, “Women on the Web: How Women are [...] – http://bit.ly/cMiG7I


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