Women More Likely to Use Community, Health Sites

August 10, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Data-driven | Media & Entertainment | Men | Pharma & Healthcare | Retail & E-Commerce | Women

Women are more likely than men to use community and health-oriented sites, according to a new study from comScore.

Women Seek Online Community
The community site category is composed of a range of personal-interest sites and, cumulatively, it is clear that women drive both the visiting to these sites, and their heavy usage. Results from “How Women Are Shaping the Internet” indicate that across all age demographics from 15 and up, community sites have a higher reach among women than men.

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However, in a trend that may reflect men’s changing role in many societies, the gender disparity among worldwide users increases with age. Among 15-to-24-year-olds, community sites reach 60% of women and more than 55% of men. In the 25-34 bracket, reach is slightly higher among women and slightly lower among men.

The disparity begins to increase more noticeably among 35-to-44-year-olds, as community sites reach almost 65% of women this age but only slightly more than 55% of men. Although the reach among men 45-to-54 grows to about 60%, among women this age it approaches 70%. Community sites have their highest reach (and gender disparity) among men (slightly more than 60%) and women (slightly more than 70%) age 55 and up.

Women Spend More Time on Community Sites
The gender disparity among women’s and men’s use of community sites is more pronounced when looking at time spent on these sites. The widest gap exists in the 55-plus bracket, where women spend average of about 55 minutes a month, with men spending about 40 minutes a month.

The heaviest users of community sites among both women and men are 45-to-54-year-olds. Women this age spend an average of about 60 minutes a month, and men spend a monthly average of about 50 minutes. The narrowest gap occurs among 15-to-24-year olds; women this age average about 45 monthly minutes on community sites, men average just less than 40 minutes.

Health Sites Follow Similar Patterns
Gender and age-based usage patterns of health sites are similar to those of community sites. The narrowest gap in reach occurs among 15-to-24-year-olds (men average a 20% reach, women slightly more), and widest gap occurs among 55 and older (50% for women, 40% for men).

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In terms of average monthly time spent on health sites, women 35-to-44 spend the most time (25 minutes), barely beating out 45-to-54-year-olds. Among men, 45-to-54-year-olds spend the most time (a little less than 20 minutes per month on average). The widest gender gap is among 35-to-44-year-olds (men average 15 monthly minutes), while 15-to-24-year-olds and 55-plus roughly tie for the narrowest gender gap (women beat men by about five minutes in each bracket).

Adults Look Up Health Info Online
A large percentage of US online adults look up health information on the web on a regular basis, according to results of a new Harris Poll. Three-quarters (76%) of US adults have looked up health information online at some point. Among currently online adults, that figures jumps to almost nine in 10 (88%). Sixty-two percent of online adults have looked up health information online in the past month. By number, about 175 million US adults have looked online for health information at least once.

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