Figures from comScore show what we all thought, that social networks are used more by women than men. While there are only slightly more women using social networking sites than men, they spend over 30% more time than men when they’re online.
comScore’s report on women’s online usage, Women on the Web: How Women are Shaping the Internet, shows that social networking sites reach a higher percentage of women than men globally, with 75.8% of all women online visiting a social networking site in May 2010 versus 69.7% of men.
“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.”
Women Spend 30% more time on social networking sites than men
Globally, women demonstrate higher levels of engagement with social networking sites than men. Although women account for 47.9% of total unique visitors to the social networking category, they consume 57 percent of pages and account for nearly 57% 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 4 hours, demonstrating the strong engagement that women across the globe share with social sites.
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Worldwide Social Networking Category Usage and Engagement by Females and Males
May 2010
Total Worldwide Audience, Age 15+ – Home & Work Locations*
Source: comScore Media Metrix .
Social Networking
% Reach % Composition % Composition % Composition Average Hours
Unique Visitors Pages Minutes per Visitors
Total Audience 72.5% 100.0% 100.0% 100.0% 4.7
All Females 75.8% 47.9% 57.0% 56.6% 5.5
All Males 69.7% 52.1% 43.0% 43.4% 3.9
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*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Latin America and North America Display Strongest Social Networking Reach Among Women
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% of females online, and in North America where it reached 91.0% of females. Europe saw 85.6% 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% reach.
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Social Networking Category Reach by Worldwide Region for Females and Males
May 2010
Total Audience, Age 15+ – Home & Work Locations*
Source: comScore Media Metrix .
Social Networking % Reach by Region
Females Males
Worldwide 75.8% 69.7%
Latin America 94.1% 91.9%
North America 91.0% 87.5%
Europe 85.6% 80.6%
Asia Pacific 54.9% 50.7%
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*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Read the full report at www.comscore.com/WomenOnTheWeb
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