Woman using computerAccording to a new comScore study, Women on the Web:  How Women are Shaping the Internet, social networking sites reach a higher percentage of women than men globally, with 75.8 percent of all women online visiting a social networking site in May 2010 versus 69.7 percent of men.  Additionally, women demonstrate higher levels of engagement with social networking sites than men. Although women account for 47.9 percent of total unique visitors to the social networking category, they consume 57 percent of pages and account for nearly 57 percent of total minutes spent on these sites. Women spend significantly more time on social networking sites, averaging 5.5 hours per month, demonstrating the strong engagement that women across the globe share with social sites.

Additional highlights from the study:

  • Although men are in the majority across the global Internet, women spend about 8 percent more time online, averaging 25 hours per month on the Web.
  • Globally, women spend 20 percent more time on Retail sites overall than men.
  • In the U.S., women are more avid online buyers than men, with 12.5 percent of female Internet users making an online purchase in February 2010, compared to 9.3 percent of men.
  • Health sites show some of the largest overall differences in reach between female and male, with a nearly 6-point gap between global women and men.
  • In both the U.S. and Europe, smartphone usage is dominated by men with both markets experiencing close to a 60/40 split in smartphone adoption between the genders.
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