Social networking sites reach a higher percentage of women then men globally, with 75.8 percent of all women online visiting a social networking site in May compared to 69.7 percent of men, according to a new report from comScore.
"Understanding gender-specific differences in Web usage is valuable to any digital stakeholder looking to successfully reach and engage both women and men in the online environment," said Linda Boland Abraham, comScore chief marketing officer and executive vice president for global development.
"We have seen that women across the globe share some similar usage patterns online, such as strong engagement with social networking sites, but it's also important to understand gender differences on a regional, country and local level, where cultural differences are continually shaping online usage and content consumption."
Worldwide, women have higher levels of engagement with social networking sites than men. Women represent 47.9 percent of total unique visitors to the social networking category, they view 57 percent of pages and account for 56.6 percent of total minutes spent on these sites. Women spend significantly more time on social networking sites than men, with women averaging 5.5 hours per month compared to men's 3.9 hours, revealing the strong engagement women across the globe share with social sites.
Across each global region, Social Networking reached a higher percentage of women online than men. Social networking's reach among women is highest in Latin America where it reached 94.1 percent of females online, and in North America where it reached 91.0 percent of females. Europe saw 85.6 percent of its female online population visit a social networking site in May 2010, while in Asia Pacific, where parts of the region still face low broadband penetration and site restrictions, reported a 54.9-percent reach.
Other highlights from the report include:
*Although men are in the majority across the global Internet, women spend about 8 percent more time online, averaging 25 hours per month on the Web.
*Globally, women spend 20 percent more time on Retail sites overall than men. Among the various retail sub-categories, Comparison Shopping and Apparel sites reached the highest percentage of women at 24.8 percent and 18.7 percent, respectively, in May 2010.
*In the U.S., women are more avid online buyers than men, with 12.5 percent of female Internet users making an online purchase in February 2010, compared to 9.3 percent of men.