Digital Habits of Women 2013

© comScore, Inc. Proprietary.

Digital Habits of Women

Kerry J Brown, Vice President SE Asia | 26th April 2013


In Summary


The Five Myths…

1) There are more men than women online

2) Women are more engaged on the web

3) Men and women are equally engaged in Social Networking

4) Men make more purchases online than women

5) Women are driving online video

© comScore, Inc. Proprietary. © comScore, Inc. Proprietary.

There are more men than women online

Myth 1:


Women are still outnumbered online but the gap is closing fast

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, Mar 2013

Males 53%

Females 47%

Global Internet Population, P15+

50.9%

49.1%

48.9%

47.1%

44.5%

North America

Europe

Latin America

SE Asia

Asia Pacific

Women 15+ in Regional Internet Populations


Hong Kong & Singapore web populations are >50% women


Source: comScore Media Metrix, March 2013

Countries w/ Largest Proportion of

Women 15+ in Internet Populations

50.8%

51.2%

51.8%

51.9%

55.7%

0 0 1 1 1 1 1 1 1 1

United States

Singapore

Russia Federation

Hong Kong

Puerto Rico


7.8%

14%

18.9%

20.8%

23.7%

15.1%

21.2%

24.6%

8.6%

Gender Not Dividing Factor for Generation Y in APAC…

JP

HK

CH

MY

IND

SG

PH

INDO

20%

20%

13.8%

21.8%

13.4%

14.4%

8.1%

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Mar 2013

TH

7.5%

17.5%


Myth 2:

Women are more engaged on the Web


Women spend lesser time online



The average 15+ female spends 5% less time online than her male counterpart

Average Hours Spent Online: Males vs. Females

Worldwide Asia Pacific Europe Latin America North America

Females

Males

24.2

17.1 17.7

25.9 27.3

22.5 24.6

37.9 42.1

23.4


0.6%

1.8%

0.6%

0.8%

0.8%

0.8%

0.8%

0.9%

1.6%

1.5%

0.8%

0.8%

0.8%

0.8%

0.9%

0.9%

1.1%

1.2%

1.5%

1.5%

0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0%

Career Services andDevelopment

Sports

Government

Entertainment - Music

Entertainment - Movies

Banking

Travel

Blogs

Community

Directories/Resources

Females Males

1.1%

1.8%

2.6%

3.5%

1.5%

2.8%

3.8%

4.5%

13.3%

18.5%

1.5%

1.8%

1.9%

2.1%

2.3%

3.1%

4.1%

5.4%

12.0%

21.8%

0% 10% 20% 30%

Education

Business/Finance

News/Information

Games

Retail

Search/Navigation

Instant Messengers

e-mail

Multimedia

Social Networking

Females Males

118

90

119

107

113

148

60

75

101

134

Women are more likely to spend their time on:

Retail, Travel, Email, Blogs & Education

Index

Share of Time Spent Online: Females vs. Males


Source: comScore Media Metrix (Panel Only), March 2013 Singapore

100

93

135

127

114

110

103

129

43

130

Index


0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

15-24 25-34 35-44 45-54 55+

Females Males

Communication is Key with Women Spending More Time than Men

Instant Messaging % Reach by Age & Gender

Instant Messaging Time Spent (Hours per Visitor)

Singaporean Internet Audience 15+ accessing Internet from Home or Work


Similar reach for IM but women spend a greater amount of time doing it

0%

10%

20%

30%

40%

50%

15-24 25-34 35-44 45-54 55+

Females Males


Myth 3:

Men and women are equally engaged in Social Networking


23%

29%

33%

38%

18%

22%

17%

24%

9%

9%

4%

5%

5%

5%

5%

6%

2%

3%

2%

3%

4%

4%

3%

3%

0% 10% 20% 30% 40% 50%

India Males

India Females

Malaysia Males

Malaysia Females

Singapore Males

Singapore Females

Worldwide Males

Worldwide Females

Social Networking e-mail Instant Messengers

Women are more social online: spend a greater share of time on

Social Networking, Email, and IM than Men do

Share of Time Spent on Social Networking, Email, IM % of Total Minutes for Females vs Males, 15+


Source: comScore Media Metrix (Panel Only), March 2013

Total

33%

26%

31%

27%

45%

39%

41%

34%


Women of all ages spend more time on Social Networking sites than

men do

Social Networking % Reach by Age & Gender

Social Networking Time Spent (Hours per Visitor)



• Unsurprisingly, practically all web users in Singapore under 24 visited a

Social Networking site

•The difference in male and female behavior, both in reach and time

spent are much more pronounced in the older age groups

80

82

84

86

88

90

92

94

96

98

100

15-24 25-34 35-44 45-54 55+

Females Males

0

1

2

3

4

5

6

7

15-24 25-34 35-44 45-54 55+

Females Males


Disparity in Twitter usage by Gender continues in Singapore


Source: comScore Media Metrix, April 2010 to April 2012

% Reach of Twitter.com

Singapore, Females vs. Males

• Women in Singapore more likely to visit Twitter.com than men: 21% of

women visited in April, compared to only 19% of men

0%

5%

10%

15%

20%

25%

Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12

Females Males


Young women dominate blogging activity in Singapore



• Though penetration rates variation is not much between men and

women, the significant differences in usage indicate that women –

particularly young women - are more active bloggers than men

Blogs % Reach by Age & Gender

Blogs Time Spent (Minutes per Visitor)

0

10

20

30

40

50

60

70

80

90

15-24 25-34 35-44 45-54 55+

Females Males

0

5

10

15

20

25

30

15-24 25-34 35-44 45-54 55+

Females Males


Myth 4:

Men make more purchases online than women


Women outpace men in average time spent on Retail sites



Men and women equally likely to visit Retail sites

Average time spent shopping online, however, is markedly higher for

women in 20s and 55+

Retail

% Reach by Age & Gender Retail

Time Spent (Minutes per Visitor)

58

60

62

64

66

68

70

72

74

15-24 25-34 35-44 45-54 55+

Females Males

0

5

10

15

20

25

30

35

40

45

50

15-24 25-34 35-44 45-54 55+

Females Males


Online Travel Agents see heavier usage from younger women as well


Source: comScore Media Metrix, March 2013, Singapore

No differences in terms of % visiting online travel agents, but, women

spend more time on these types of sites than men do

Online Travel Agents % Reach by Age & Gender

Online Travel Agents Time Spent (Minutes per Visitor)

0

5

10

15

20

25

15-24 25-34 35-44 45-54 55+

Females Males

0

5

10

15

20

25

15-24 25-34 35-44 45-54 55+

Females Males


Visiting to Airlines Sites follows a similar pattern


Source: comScore Media Metrix, March 2013 Singapore

Women in visit the Airlines category at the same rate as men although

this falls off for women in their 30s and 40s,

younger women tend to spend more time on these sites than the men

Airlines % Reach by Age & Gender

Airlines Time Spent (Minutes per Visitor)

0

5

10

15

20

25

15-24 25-34 35-44 45-54 55+

Females Males

0

5

10

15

20

25

30

15-24 25-34 35-44 45-54 55+

Females Males


Myth 5:

Women are driving online video


Women consistently lag men in online video viewing

…but more so in the west than in the east.

Internet Users 15+ or Internet Users 18+ (denoted with *), Mar 2013

Source: Video Metrix

The most significant differences in women’s and men’s average durations

are in countries where video usage overall is the heaviest: Germany, the

U.K., the U.S., and Canada.

0

5

10

15

20

25

Average Hours Viewing Video

All Males All Females

Avg.

Hrs

Vie

win

g V

ideo

Women

Men

But: women spend a much

larger share of their time on


Look who’s tuning in to Online Video

% of Web Population

Watching Online Video Average Hours Spent per Visitor

Watching Online Video


Source: comScore Video Metrix, March 2013

• Though the penetration of video among women is only slightly behind

that of men in Singapore and Malaysia, women spend far less time

watching video online - this is the case in most countries under

comScore video measurement

Singapore Malaysia Indonesia

Females Males

8.8

5.4

11.9

7.7

23.8

14.2

64.7

78.7 72.4

84.9 82

75.7

Singapore Malaysia India

Females Males


In Summary


The Future: Women are coming into their own and shaping the web in

important ways

The Internet: It’s Women’s Work

When women connect, they engage.

When they engage, they embrace.

When they embrace, they buy.

Technology

Digital Habits of Women 2013