Digital Me - Women On the Web in Asia

Digital Me - Women On the Web in Asia

Women Media Networks, Singapore

Samantha Oh Account Director, Asia | comScore, Inc. ( NASDAQ:SCOR)

hp +65 9661 1216 | email [email protected]

2 © comScore, Inc. Proprietary and Confidential.

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


Myth 1: There are more men than women online


Women are still outnumbered online Worldwide, except…

Internet Audience 15+ accessing Internet from Home or Work

Source: comScore Media Metrix, April 2012

Globally, women are still in the minority, with 47 percent of the global

Web population being female

Males 53%

Females 47%

Global Internet Population, P15+

50.9%

49.3%

48.3%

44.5%

North America

Latin America

Europe

Asia Pacific

Women 15+ in Regional Internet Populations


Puerto Rico and Hong Kong web populations are >50% women



Countries w/ Largest Proportion of

Women 15+ in Internet Populations

Puerto Rico, Hong Kong, Russia, Brazil and the U.S. have the highest

proportion of female web users above 15 – all with 50 percent or more

50.9%

50.9%

51.5%

51.8%

53.3%

0 1 1 1 1 1 1 1 1

United States

Brazil

Russia Federation

Hong Kong

Puerto Rico


Myth 2: Women are more engaged on the Web


Women spend lesser time online



• The average 15+ female spends 5 percent less time online than her

male counterpart

• Web users in North America spend the most time online, Women web

users in North America spend the most time online while women in Asia

Pacific shows the opposite trend

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 and

Development

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

Retail, Education, Email, Blogs & Travel Index High for Women in

Singapore

Index

Share of Time Spent Online: Females vs. Males

Singapore


Source: comScore Media Metrix (Panel Only), April 2012

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; IM appeals more to women in older age

groups

Instant Messaging % Reach by Age & Gender

Instant Messaging Time Spent (Hours per Visitor)

Singaporean Internet Audience 15+ accessing Internet from Home or Work


•Younger users have a much stronger affinity for Instant

Messaging, with reach declining rapidly as we look at older cohorts

• Women in older age groups, however, are more likely to use IM

than men in the same age groups

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), April 2012

Total

33%

26%

31%

27%

45%

39%

41%

34%


Women of prime time 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

• However interestingly the male in the youngest and oldest age

groups are spending more time on Social Networking Sites

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 are equally likely to visit Retail sites, and reach is

uniformly high (65-72%) across age groups

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

for all women , particularly those in 55+s

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


0.0

5.0

10.0

15.0

20.0

25.0

30.0

Females Males

Women are Driving Growth of Coupon type Sites

Coupon

category ’s Total

Traffic is

growing

significantly

since its launch

in Feb 2011

Male audience grew

504%

Female audience

grew 685%

Unique Visitors (000) to Coupon Sites % Reach by Gender


Source: comScore Media Metrix, February to April 2012


Online Travel Agents see heavier usage from younger women as well



• There are no distinct differences in terms of percent 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



• Though women in Singapore visit the Airlines category at the

same rate as men except 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 *), April 2012

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

. H

rs V

iew

ing

Vid

eo

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, April 2012

• Though the penetration of video among women is relatively

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 just getting started, but are already 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.

Digital Me - Women On the Web in Asia

Women Media Networks, Singapore

Samantha Oh Account Director, Asia | comScore, Inc. ( NASDAQ:SCOR)

hp +65 9661 1216 | email [email protected]

Digital Me - Women On the Web in Asia

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