Women are biggest group online in the UK
The BBC summarises a Nielson-Netratings report (pdf link) about the increase of young women online in the UK. Women aged 18-34 account for 18% of total UK online population, with men of the same age only accounting for 14%. As the age increases, men tend to dominate but numbers tend to stay consistent for men across the cohorts.
So when thinking about marketing online, you need to look at the total population; the men across all age groups tend to spend roughly the same number of hours online.
The numbers for the younger age groups give a interesting picture of equality. I could hypothesise that the male predominance in the older age groups is related to cultural conditioning that computers are a male thing, that they are too complicated and this prejudice is being removed in the younger age groups, that the internet is becoming a genderless tool. However, what is not certain, given there is no activity reported, is if the whole web is becoming more integrated or if men and women frequent completely different areas and never meet.
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POSTED IN: Metrics and Research
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