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Women Online:
Taking a New Look
Of the 97 million females online in the US, only 66% of them actually watch videos online, compared with 78% of males who do. Why the difference?
The Women Online report analyzes the impact that new Internet video content and advertising are having—or not having—on female Internet users, who make up over half the US Internet population.
Amid all the excitement online video is causing, marketers must keep one fact in mind: Of the estimated 97 million females online in the US, only 66% of them actually watch videos online, compared with 78% of males who do.
Why the difference between the sexes—and will their online viewing habits balance out in the near future?
Key questions the "Women Online" report answers:
- How many females in the US watch online video?
- What are their online video usage patterns?
- What types of programming resonate best with females?
- How do females respond to online video advertising?
- And many others...
eMarketer Reports—On-Target and Up-to-Date
The Women Online report aggregates the latest data from a wide range of marketing and communications researchers with eMarketer numbers, projections and analysis to provide the information you need to make the right business decisions—right when you need to.
To download the report to your desktop—click Add to Cart:
Of the 97 million females online in the US, only 66% of them actually watch videos online, compared with 78% of males who do. Why the difference?
Executive Summary
 US Online Video Viewers As a Percent of Internet Users, by Gender, 2006-2011
Issues & Questions
The eMarketer View
Key eMarketer Numbers: Women Online
Internet Users by Gender
US Internet Users, by Gender, 2006-2011 (millions and % of total Internet users)
Comparative Estimates: US Internet Users, by Gender (% of total Internet users)
US Internet Users, by Gender, December 2005 & December 2006 (thousands and % increase vs. prior year)
US Internet Users, by Gender, December 2005 & December 2006 (thousands and % increase vs. prior year)
US Female Internet Users, by Age, December 2006 (thousands and % of total)
US Female Internet Users, by Age, December 2006 (thousands and % of total)
US Internet Users, by Gender, 2006-2011 (% of population ages 3+ in each group)
US At-Home Internet Users, by Gender, 2000-2006 (% of respondents in each group)
Demographic Profile of US Adult Internet Users, March-April 2006 (% of respondents in each group)
Demographic Profile of US Adults Who Use the Internet, February-April 2006 (% of respondents in each group)
Online Video Viewers by Gender
US Online Video Viewers As a Percent of Internet Users, by Gender, 2006-2011
US Online Video Viewers, 2003-2011 (millions)
US Online Video Viewers, by Gender, 2006-2011 (millions)
US Online Video Viewers, by Gender, 2006-2011 (% of total)
US Online Video Viewers and Internet Users, by Gender, 2007 (% of total in each group)
US Online Video Viewers As a Percent of Broadband Users, Total Internet Users and Total Population, 2003-2011
Demographic Profile of US Home Broadband Users, 2005 & 2006 (% of respondents in each group and % increase vs. prior year)
Average Age of US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006
Select Streaming Video Activities among US Consumers, January 2007 (index ranking*)
US Internet Users Who Have Watched Online Video, by Gender, November 2006 (% of respondents in each group)
Select Computer Activities of US Adults, by Gender, 2006 (% of respondents)
US Adult Internet Users Who Regularly or Occasionally* Download or Stream Video or Television Content, by Gender, July-August 2006 (% of respondents)
Demographic Profile of US Online Video Viewers*, January 2006 (% of respondents)
US Online Video Viewers, by Gender, March 2006 (% of viewers)
Demographic Profile of US Online Video Viewers, February 2006 (% of respondents)
US Online Video Viewers Ages 45+ Who Watch More Online Video vs. a Year Ago, by Gender, July-August 2006 (% of respondents in each group)
US Female BabyCenter.com Visitors Who View Videos or Video Clips Online, February 2007 (% of respondents)
Level of Online Experience according to US Adult Internet Users, by Gender, 2006 (% of respondents)
Frequency of Use
US Online Video Viewers Who Watch Online Video at Least Once per Week, by Gender, July-August 2006 (% of respondents in each group)
Frequency of Online Video Viewing among US Female BabyCenter.com Visitors, February 2007 (% of respondents)
US Weekly* Online Video Watchers, by Age and Gender, February-March 2006 (% of respondents in each group)
Frequency with which US Adult Internet Users Download or Stream Video or Television Content, by Gender, July-August 2006 (% of respondents)
Frequency of Viewing among US Online Video Viewers, by Gender, November 2006 (% of respondents)
What Do Females Watch Online?
Types of Content that US Consumers Say They Are "Likely" to Stream, January 2007 (% of respondents)
Types of Online Video Viewed by US Online Video Viewers, by Age, November 2006 (% of respondents in each group)
Comparative Estimates: Top Three Types of Online Video Viewed or Preferred by US Female Internet Users, 2006
Comparative Estimates: Top Three Types of Online Video Viewed or Preferred by US Male Internet Users, 2006
Types of Media that US Adult Internet Users Listen to, Watch or Search for Online to Download, by Gender, June 2006 (% of respondents)
Types of Online Video Watched by US Online Video Viewers, by Gender, 2006 (% of respondents in each group)
Types of Videos that US Female BabyCenter.com Visitors Enjoy Watching Online, February 2007 (% of respondents)
Types of Online Video Watched by US Online Video Viewers, by Gender and Age, February-March 2006 (% of respondents)
Downloading and Purchasing
US Adult Internet Users Who Have Ever Downloaded Video Files onto Their Computer, by Gender, 2004-2006 (% of respondents in each group)
US Adult Internet Users Who Download Free or Pay-Per-Use Music, Video or Pictures, by Gender, 2006 (% of respondents)
Types of Media that US Adult Internet Users Have Purchased/Attempted to Purchase Online, by Gender, June 2006 (% of respondents)
US Consumers Who Download Movies from File-Sharing Websites, by Gender, June-September 2006 (% of total)
Traffic to Video Destination Sites
US Unique Visitors to Select Online Video Sites, by Gender, December 2006 (% of total Internet users in each group)
US Visitors to Select Online Video Sites, by Gender, December 2006 (% of total Internet users in each group)
Top Internet Categories among US Female Internet Users, Ranked by Unique Visitor Growth, December 2005 & December 2006 (thousands of unique visitors and % increase vs. prior year)
US Unique Visitors to Select Online Video Sites, by Gender, December 2006 (thousands and % of total)
US Visits to the Multimedia and Television Website Categories, by Gender, Week ending February 3, 2007 (% of total)
US Visitors to Select Online Video Sites, by Gender, December 2006 (thousands and % of total visitors)
Select US Video Websites with Largest Percent of US Traffic from Females, Four weeks ending February 3, 2007 (% of total audience)
US Visitors to Select Online Video Sites, by Gender, January 2007 (indexed by visitors to all Websites)
Websites on which US Online Video Viewers Watch Online Video, by Gender, 2006 (% of respondents in each group)
Websites on which US Adult Male Internet Users Have Watched Online Video, by Age, December 2006 (% of respondents in each group)
Websites on which US Adult Female Internet Users Have Watched Online Video, by Age, December 2006 (% of respondents in each group)
YouTube
US Visitors to YouTube.com, by Gender, December 2005, May & December 2006 (thousands and % of total audience)
US Unique Visitors to YouTube, by Gender, May & December 2006 (% of total)
US Visitors to YouTube, by Gender, Four weeks ending February 3, 2007 (% of total)
US Visitors to YouTube.com, by Gender, October 2006 & January 2007 (indexed by visitors to all Websites)
US Female Visitors to YouTube.com, by Age, December 2006 (thousands and % of total female audience)
US Male Visitors to YouTube.com, by Age, December 2006 (thousands and % of total male audience)
The TV–Online Video Connection
TV Usage, by Gender
Average Daily Time Spent Watching TV by US Consumers, by Gender and Age, 1988-2005 (hours:minutes)
Number of People in US TV Households, by Age and Gender, 2007-2010 (thousands)
Amount of TV that US Adult Internet Users Watch vs. Two Years Ago, by Gender, 2006 (% of respondents in each group)
Daily Time Spent with Major Media among US Adults, by Gender and Age, January 2006 (minutes)
Time Spent per Average Weekend vs. School or Work Day by US Teens Watching TV, 2003 & 2006 (hours)
Average Time per Weekday that US Teen Internet Users Watch TV, by Age and Gender, June-July 2006 (% of respondents in each group)
The Online Opportunity for TV Networks
Devices on which US Teen Internet Users Would Watch a TV Show, by Age and Gender, June-July 2006 (% of respondents in each group)
Devices on which US Young Adult Internet Users Would Watch a TV Show, by Age and Gender, June-July 2006 (% of respondents in each group)
US Unique Visitors to ABC.com, CBS.com and NBC.com, by Gender, December 2006 (thousands and % of total)
US Visitors to Select Broadcast Network TV Sites, by Gender, January 2007 (indexed by visitors to all Websites)
Select US Broadcast Television Websites with Largest Percent of US Traffic from Females, Four weeks ending February 3, 2007
Demographic Profile of NBC Rewind* Users, November-December 2006 (% of respondents)
Time that US Online Video Viewers Spend Watching Movies or TV Online, by Gender, 2006 (minutes per week)
Select US Syndicated TV Show Websites with Largest Percent of US Traffic from Females, Four weeks ending February 3, 2007 (% of total)
Select US Cable TV Websites with Largest Percent of US Traffic from Females, Four weeks ending February 3, 2007 (% of total)
Marketing to Women Via Online Video
US Online Video Advertising Spending, 2001-2011 (millions)
Online Video Ad Spending as a Percent of Total Internet, Rich Media and Television Ad Spending in the US, 2004-2010
US Adult Internet Users Who Watch Movie Trailers in Online Advertisements, by Gender, July 2006 (% of respondents in each group)
US Adult Internet Users Who Click "Play" for Online Video Advertisements, by Gender, July 2006 (% of respondents in each group)
US Adult Internet Users Who Explore and/or Play with Detailed Features of Interactive Online Advertisements, by Gender, July 2006 (% of respondents in each group)
US Adult Internet Users Who Have Watched an Online Video Advertisement for a Product or Service, by Gender and Internet Access Technology, March 2006 (% of respondents in each group)
Aspect of Online Video that US Adult Internet Users Like Least, by Gender, February 2007 (% of respondents in each group)
US Online Video Viewers Who Believe Online Video Advertising Disrupts Their Web Surfing Experience, by Gender, November 2006 (% of respondents in each group)
Attitude toward Ads that Appear prior to Online Videos among US Female BabyCenter.com Visitors, February 2007 (% of respondents)
Whether US Adult Internet Users Are Willing to Watch Advertising before a Free Online Video, by Gender, 2006 (% of respondents in each group)
US DVR Owners Who Skip Commercials, by Gender, 2005 & 2006 (% of respondents)
Related Information and Links
Related Links
Contact
Report Contributors
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A Trusted Resource
Of the 97 million females online in the US, only 66% of them actually watch videos online, compared with 78% of males who do. Why the difference?
Advertising.com
America Online (AOL)
Arbitron
Associated Press (AP)
BabyCenter LLC
BIGresearch
Bloomberg News
Burst Media
ClipBlast!
comScore Inc.
comScore Media Metrix
DoubleClick
Edison Research
eMarketer
Experian Hitwise
frank about women
Frank N. Magid Associates
Harris Interactive
Harrison Group
iCrossing
InsightExpress
Ipsos Public Affairs
Los Angeles Times
Mediamark Research & Intelligence (MRI)
MORI Research
NBC
Newspaper Association of America (NAA)
Nielsen Media Research
Nielsen//NetRatings
Online Publishers Association (OPA)
Oxygen Media
Pew Internet & American Life Project
Piper Jaffray & Co.
Quantcast
Roper Reports
Solutions Research Group
Synovate
Teenage Research Unlimited (TRU)
USC Annenberg School Center for the Digital Future
Veronis Suhler Stevenson (VSS)
VNU Business Media
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Price: $695.00
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Price: $695.00
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