European Women to Overtake Men Online
European women will soon take over the lead from men for the most frequently logged-on of the sexes in Europe according to a new study. A Portalino article reports on the study from the European Interactive Advertising Association (EIAA).According to a new report announced today by the European Interactive Advertising Association (EIAA), European women will be spending more time online than their male counterparts within the next year.The article says young women aged 16-24 are behind the growth in women web users. The press release from the EIAA can be found here.
Traditionally it has been men that have embraced the internet, spending an average of 11 hours a week online in 2005 compared to women who spent around 9 hours a week. However, in the last three years the number of hours spent online by female internet users has grown by 63%, while for men it has grown 54%. If current trends continue it will be women spending the most time online in 2007.
According to the EIAA Digital Women 2006 Report, which forms part of the ongoing Mediascope Europe Study, looking into how people allocate their time across media in Europe and how consumers use the internet, the internet is now Europe’s fastest growing media amongst women. While women's use of the internet has grown 63% since 2003, the amount they watch television has grown only 12% and the amount they read magazines has actually fallen by 4.5% in the last year.
Posted on April 26, 2006
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