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The widespread use of digital technologies is changing profoundly the lives of girls and women in the UK, but it is not—at least not yet—changing their fundamental concerns and motivations.
Communication and utility are top priorities for women, who use digital devices to stay in touch with friends and family as well as save time and help get their families organized.
“Women are much less likely than men to seek out entertainment or simply pass the time on the Internet or mobile phones,” said Karin von Abrams, eMarketer senior analyst and author of the new report, “UK Women: Trends in Device Use and Online Behavior.” “When they do go online to relax and unwind, this too has a social context. Women typically share content and experiences with selected friends or other people they know.”
Although they make up a majority of the UK population, women are less numerous than men online, with 79% penetration compared with men’s 84%, according to Eurostat. Daily usage is high, however, and data from Nielsen indicates engagement is increasing.
Involvement in the social media world, where women’s adoption is outpacing men’s, is also rising. The UK Office of Communications (Ofcom) found that in 2009, female Internet users were 8 percentage points more likely than males to have a social networking site profile, for example.
“Social networks are a primary channel for women online to strengthen existing bonds with friends and family,” said Ms. von Abrams. “According to data from Universal McCann, women’s top activities on social networks in 2009 included managing their own profile and visiting pages or blogs maintained by people they knew. Men, by contrast, were more interested in making new contacts.”
The full report, “UK Women: Trends in Device Use and Online Behavior,” also answers these key questions:
To purchase the report, click here. Total Access subscribers, log in and view the report now.
Check out today’s other article, “Engagement on Social Networks Top Priority for Marketers.”
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