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There are more men on the Internet but women are more active!
2007-01-30
According to the latest data of the gemiusAudience research Internet penetration reached 40.8% in November, and 1,073,611 visitors visited the Internet at least once during this month. One user spent 14 hours and 8 minutes on the Internet and opened 991 pages on the average. The proportion of men and women on the Internet has fluctuated around 50% for some time, however there are a little bit more men: in November men constituted 51%, women – 49% of the whole Internet audience.
Women and men are two equivalent groups of online visitors, forming all Internet audience. Even though indicators of Internet usage, behavior are fairly similar for women and men, small differences can be discovered in their socio-demographic structure, and perhaps the biggest difference between these two groups is the character of the web sites visited by men and women. Exactly this difference should be noticed by Internet web sites’ creators and advertisement campaign planners attempting to attract the target groups of women or men.
10 web sites, formed according to the indicator of audience composition, show that on the Internet men seek information concerning sport, computer games, automobiles, finance and investments. The biggest part of women can be found on web sites presenting electronic versions of magazines dedicated to women, moreover, women on the Internet search for information about dieting, congratulations, children, they in an active way surf the Internet looking for professional, business news.
Men and women have very similar Internet usage behavioral indicators. According to the data from November: representatives of both genders allot 51 seconds for one page view, and the number of their visits reaches 47 times per month on average. However, women are a little bit more active than men, women visit by 57 pages more than men (women – 1020, men – 963 pages per month), and remain on the Internet by 48 minutes longer on average (women – 14 hours 33 minutes, men – 13 hours 45 minutes per month).
The age structure of men and women using the Internet entirely corresponds to the age composition of the whole Internet audience, in which 15-24 years old visitors dominate, they constitute about two fifths of the whole Internet audience. 25 – 34 and 35 – 44 years old visitors constitute approximately one fifth of all Internet audience each.
Analyzing women and men audiences according to their occupation, it can be seen that students (35.1%) and specialists / officers (39.8%) dominate in the female audience, despite being a little bit smaller these socio-demographic groups dominate and in the audience of men (there are 27.8% students and 25.7% specialists / officers between men), moreover, a significant proportion of men visiting the Internet are workers / technical workers (16.3%), there is only 4.9% of this socio-demographic group representatives in the female audience.
The parts of men and women with secondary and higher education are the biggest on the Internet. The proportion of men with secondary education (41.3%) is bigger by one third compared to the proportion of women with secondary education (31.0%), but the part of women having higher education (26.8%) is by one quarter bigger than the part of men with higher education (21,1%).
Comparing net income of men and women using the Internet, it can be seen that higher income is obtained by the bigger part of men: 19.8% of men (approximately by two times more than women) declares to gain income from 1501 to 3000 Lt per month, 7.3% of men (almost by four times more than women) declares to gain income more than 3000 Lt per month. On the other hand the smaller income is obtained by the bigger part of women: 43.1% of women (approximately by one and a half times more than men) declares to gain income to 900 Lt per month.
Both men and women mostly connect to the Internet from home: the proportion of men connecting to the Internet from home (82.4%) is by 9.2 percentage points bigger than the respective group of women. However, the parts of women who connect to the Internet from work (42.4%) or school / university (16.5%) are by 3.4 or 4.8 percentage points respectively bigger than the corresponding parts of men.
Analyzing the behavior of the whole Internet audience in November, it was noticed that Top 10 web sites (according to the number of visitors) almost has not changed compared to the top 10 web sites of October: the web site Supermama.lt raised from 9th to 8th position, and the web site Kompiuterija.lt after getting onto the 10th place of the top 10 web sites of October, continues to climb higher and is on the 9th position in November.
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