Digital Habits of Women 2013
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  • 1. © comScore, Inc. Proprietary.Digital Habits of WomenKerry J Brown, Vice President SE Asia | 26th April 2013
  • 2. © comScore, Inc. Proprietary.In Summary
  • 3. © comScore, Inc. Proprietary.The Five Myths…1) There are more men than women online2) Women are more engaged on the web3) Men and women are equally engaged in Social Networking4) Men make more purchases online than women5) Women are driving online video
  • 4. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.There are more men than women onlineMyth 1:
  • 5. © comScore, Inc. Proprietary.Women are still outnumbered online but the gap is closing fastInternet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, Mar 2013Males53%Females47%Global Internet Population,P15+50.9%49.1%48.9%47.1%44.5%North AmericaEuropeLatin AmericaSE AsiaAsia PacificWomen 15+ in RegionalInternet Populations
  • 6. © comScore, Inc. Proprietary.Hong Kong & Singapore web populations are >50% womenInternet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2013Countries w/ Largest Proportion ofWomen 15+ in Internet Populations50.8%51.2%51.8%51.9%55.7%0 0 1 1 1 1 1 1 1 1United StatesSingaporeRussia FederationHong KongPuerto Rico
  • 7. © comScore, Inc. Proprietary.7.8%14%18.9%20.8%23.7%15.1%21.2%24.6%8.6%Gender Not Dividing Factor for Generation Y in APAC…JPHKCHMYINDSGPHINDO20%20%13.8%21.8%13.4%14.4%8.1%Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Mar 2013TH7.5%17.5%
  • 8. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Myth 2:Women are more engaged on the Web
  • 9. © comScore, Inc. Proprietary.Women spend lesser time onlineInternet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2013The average 15+ female spends 5% less time online than her male counterpartAverage Hours Spent Online: Males vs. FemalesWorldwide Asia Pacific Europe Latin America North AmericaFemalesMales24.217.117.725.927.322.524.637.942.123.4
  • 10. © comScore, Inc. Proprietary.0.6%1.8%0.6%0.8%0.8%0.8%0.8%0.9%1.6%1.5%0.8%0.8%0.8%0.8%0.9%0.9%1.1%1.2%1.5%1.5%0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%Career Services andDevelopmentSportsGovernmentEntertainment - MusicEntertainment - MoviesBankingTravelBlogsCommunityDirectories/ResourcesFemales Males1.1%1.8%2.6%3.5%1.5%2.8%3.8%4.5%13.3%18.5%1.5%1.8%1.9%2.1%2.3%3.1%4.1%5.4%12.0%21.8%0% 10% 20% 30%EducationBusiness/FinanceNews/InformationGamesRetailSearch/NavigationInstant Messengerse-mailMultimediaSocial NetworkingFemales Males118901191071131486075101134Women are more likely to spend their time on:Retail, Travel, Email, Blogs & EducationIndexShare of Time Spent Online: Females vs. MalesInternet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), March 2013 Singapore1009313512711411010312943130Index
  • 11. © comScore, Inc. Proprietary.0.00.51.01.52.02.53.03.54.015-24 25-34 35-44 45-54 55+Females MalesCommunication is Key with Women Spending More Time than MenInstant Messaging% Reach by Age & GenderInstant MessagingTime Spent (Hours per Visitor)Singaporean Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2013Similar reach for IM but women spend a greater amount of time doing it0%10%20%30%40%50%15-24 25-34 35-44 45-54 55+Females Males
  • 12. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Myth 3:Men and women are equally engaged in Social Networking
  • 13. © comScore, Inc. Proprietary.23%29%33%38%18%22%17%24%9%9%4%5%5%5%5%6%2%3%2%3%4%4%3%3%0% 10% 20% 30% 40% 50%India MalesIndia FemalesMalaysia MalesMalaysia FemalesSingapore MalesSingapore FemalesWorldwide MalesWorldwide FemalesSocial Networking e-mail Instant MessengersWomen are more social online: spend a greater share of time onSocial Networking, Email, and IM than Men doShare of Time Spent on Social Networking, Email, IM% of Total Minutes for Females vs Males, 15+Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), March 2013Total33%26%31%27%45%39%41%34%
  • 14. © comScore, Inc. Proprietary.Women of all ages spend more time on Social Networking sites thanmen doSocial Networking% Reach by Age & GenderSocial NetworkingTime Spent (Hours per Visitor)Singaporean Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2013• Unsurprisingly, practically all web users in Singapore under 24 visited aSocial Networking site•The difference in male and female behavior, both in reach and timespent are much more pronounced in the older age groups8082848688909294969810015-24 25-34 35-44 45-54 55+Females Males0123456715-24 25-34 35-44 45-54 55+Females Males
  • 15. © comScore, Inc. Proprietary.Disparity in Twitter usage by Gender continues in SingaporeSingaporean Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, April 2010 to April 2012% Reach of Twitter.comSingapore, Females vs. Males• Women in Singapore more likely to visit Twitter.com than men: 21% ofwomen visited in April, compared to only 19% of men0%5%10%15%20%25%Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12Females Males
  • 16. © comScore, Inc. Proprietary.Young women dominate blogging activity in SingaporeSingaporean Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2013• Though penetration rates variation is not much between men andwomen, the significant differences in usage indicate that women –particularly young women - are more active bloggers than menBlogs% Reach by Age & GenderBlogsTime Spent (Minutes per Visitor)010203040506070809015-24 25-34 35-44 45-54 55+Females Males05101520253015-24 25-34 35-44 45-54 55+Females Males
  • 17. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Myth 4:Men make more purchases online than women
  • 18. © comScore, Inc. Proprietary.Women outpace men in average time spent on Retail sitesSingaporean Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2013Men and women equally likely to visit Retail sitesAverage time spent shopping online, however, is markedly higher forwomen in 20s and 55+Retail% Reach by Age & GenderRetailTime Spent (Minutes per Visitor)58606264666870727415-24 25-34 35-44 45-54 55+Females Males0510152025303540455015-24 25-34 35-44 45-54 55+Females Males
  • 19. © comScore, Inc. Proprietary.Online Travel Agents see heavier usage from younger women as wellSingaporean Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2013, SingaporeNo differences in terms of % visiting online travel agents, but, womenspend more time on these types of sites than men doOnline Travel Agents% Reach by Age & GenderOnline Travel AgentsTime Spent (Minutes per Visitor)051015202515-24 25-34 35-44 45-54 55+Females Males051015202515-24 25-34 35-44 45-54 55+Females Males
  • 20. © comScore, Inc. Proprietary.Visiting to Airlines Sites follows a similar patternSingaporean Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, March 2013 SingaporeWomen in visit the Airlines category at the same rate as men althoughthis falls off for women in their 30s and 40s,younger women tend to spend more time on these sites than the menAirlines% Reach by Age & GenderAirlinesTime Spent (Minutes per Visitor)051015202515-24 25-34 35-44 45-54 55+Females Males05101520253015-24 25-34 35-44 45-54 55+Females Males
  • 21. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.Myth 5:Women are driving online video
  • 22. © comScore, Inc. Proprietary.Women consistently lag men in online video viewing…but more so in the west than in the east.Internet Users 15+ or Internet Users 18+ (denoted with *), Mar 2013Source: Video MetrixThe most significant differences in women’s and men’s average durationsare in countries where video usage overall is the heaviest: Germany, theU.K., the U.S., and Canada.0510152025Average Hours Viewing VideoAll Males All FemalesAvg.HrsViewingVideoWomenMenBut: women spend a muchlarger share of their time on
  • 23. © comScore, Inc. Proprietary.Look who’s tuning in to Online Video% of Web PopulationWatching Online VideoAverage Hours Spent per VisitorWatching Online VideoSingaporean Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Video Metrix, March 2013• Though the penetration of video among women is only slightly behindthat of men in Singapore and Malaysia, women spend far less timewatching video online - this is the case in most countries undercomScore video measurementSingapore Malaysia IndonesiaFemales Males8.85.411.97.723.814.264.778.772.484.98275.7Singapore Malaysia IndiaFemales Males
  • 24. © comScore, Inc. Proprietary.In Summary
  • 25. © comScore, Inc. Proprietary.The Future: Women are coming into their own and shaping the web inimportant waysThe Internet: It’s Women’s WorkWhen women connect, they engage.When they engage, they embrace.When they embrace, they buy.