Market research firm eMarketer has published a new report that compares men and women's internet habits. The reason for such a comparison? Men are often overlooked by marketers and are generally not categorised as a target group.
While the firm said this is likely to be because males do not do as much shopping and purchasing for the household as women, its data shows that it is men who go online more often, stay online for longer and have higher rates of household broadband penetration. And eMarketer suggests that gender, more than race or ethnicity, is a distinguishing factor for internet use, since it can inform online behaviour and attitudes.
The report refers to research conducted by an analyst company called Nielsen Online. In November 2008, Nielsen recorded an average of 60 online sessions per male internet user compared with an average of 54 visits for female users. Average time spent on a computer that month was nearly four and a half hours longer for males than females.
The report also pulled information from US research organisation the Pew Internet Project, which found men use search engines more than women. According to Pew, 53 per cent of men use a search engine daily, compared to 45 per cent of females.
Also men are less bothered by web sites cluttered with ads than women, according to an Epsilon survey conducted by ROI Research. More than 56 per cent of female respondents had negative reactions towards web advertisers compared with 48 per cent of males.
When it comes to social media, eMarketer found male and female take-up to be around the same level. However men are more likely to communicate with their company through social tools, recorded a Cone study conducted by the Opinion Research Corporation of 525 men and 567 women. The study found than 16 per cent of males interact with businesses using social sites, compared with 10 per cent of women.
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