Video | Business Headlines | Internet | Science | Scientific Ethics | Technology | Search

 

Women A Formidable Force On The Web

Women A Formidable Force On The Web: Nielsen//Netratings

Female surfers overtake male in the US; women surge online in APAC

AUCKLAND – July 2, 2001 – E-marketers cannot afford to deny the increasing presence of women on the Web. According to Nielsen//NetRatings, female web surfers have now overtaken men in numbers in the US, and are surging onto the Net in the Asia-Pacific region.
Other trends show that women are more efficient in their web behaviour than men, and are showing an increasing willingness to purchase online.

Nielsen//NetRatings data from May 2001 shows that in the US, women now make up 52% of the total at-home Web population, and the Internet population now mirrors the offline population. (See table 1.) This trend is being replicated at various rates worldwide, but most rapidly in Asia-Pacific where in Australia, women now make up 48% of the Internet population, followed by New Zealand (46%), South Korea (45%), Hong Kong (44%), Singapore (42%), and Taiwan (41%). Since January this year, the number of female surfers has grown an average of 36% across the region. In New Zealand, the number of women who actively use the Internet each month has increased approximately 10 percent since the start of the year, to approximately 450,900 for May.

Additionally, women in Asia-Pacific spread their surfing over a longer period of time during the day, with over 50% of female surfers in APAC active between the afternoon and evening prime time hours from 4pm to 10pm*. By comparison, men’s surfing times peak later at night with more than 70% of male surfers active in each hour between 8pm and 10pm*. This trend is mirrored in New Zealand, with more than 50 per cent of women active online between the hours of 4pm and 8pm. Kiwi males’ peak surfing time is focused on 8pm and 10pm with over 65 percent of male surfers active in each hour.

Brian Milnes, managing director Pacific, ACNielsen eRatings.com, said: “Women were later adopters of the Internet but are making up for that lag now, and the speed with which they are coming online means, as a demographic, women must become a priority for most e-tailers.

“Globally we have found that women are a fussier breed of surfer than their male counterparts. Women are much more efficient in their web usage – they spend less time online as they generally know what they’re looking for and leave once they achieve their goal. E-marketers should take this tendency into account by ensuring their sites focus on ease and convenience.”

In APAC, women spent an average of 12 hours online in May, compared to men who spent 14.5 hours. In New Zealand in May, women spent an average of 5.4 hours online, compared with men who spent an average of almost 8 hours.

“In New Zealand, several local domains have met success in targeting the female demographic: ticketek, flybuys, nzjobs and pumpkinpatch,” adds Brian Milnes. “All have moved fast to establish a trustworthy brand online, and this is delivering rewards already.” (see table 2)

“In terms of online purchasing, while women have historically been more concerned about security and privacy than men, US data shows that women are just as willing to make purchases at major shopping sites with trusted brand names.”

“To win the favour of the female demographic online in the long term, e-tailers need to act now with aggressive but well-targeted marketing – establishing brand loyalty with women early on is the key to securing their online custom.”

Ends

© Scoop Media

 
 
 
Business Headlines | Sci-Tech Headlines

 




Air New Zealand: Employees Recognised With $1,000 Share Award

The efforts Air New Zealand employees made during one of the airline’s toughest years will be recognised via an award of $1,000 worth of company shares to all permanent employees... More>>

Consumer NZ: Bank Complaints On The Rise, Survey Shows

Nearly one in five Kiwis had a problem with their bank in the past year, Consumer NZ’s latest satisfaction survey finds. Consumer NZ chief executive Jon Duffy said the number of bank customers reporting problems had jumped to 18%, up from 11% in 2020... More>>

Federated Farmers: Applauds UK-Australia Free Trade Deal

News that Australia and the UK have signed a free trade agreement is a promising step forward in the fight against tariffs and protectionism, Federated Farmers says.
"It reinforces the international rules-based trading framework and is important for rural producers and global consumers," Feds President Andrew Hoggard says... More>>




ASB: New Zealanders Missing Out On Hundreds Of Millions In KiwiSaver Government Contributions

New Zealanders have just over a week to ensure they’re eligible for the maximum annual government KiwiSaver contribution... More>>


Stats NZ: GDP Climbs 1.6 Percent In March 2021 Quarter Following December Dip

Gross domestic product (GDP) rose by 1.6 percent in the March 2021 quarter, following a 1.0 percent fall in the December 2020 quarter, Stats NZ said today. "After an easing of economic activity in the December quarter, we’ve seen broad-based growth in the first quarter of 2021... More>>

Reserve Bank: Debt Serviceability Restrictions Added To Policy Toolkit

The Reserve Bank – Te Pūtea Matua and the Minister of Finance have agreed to update their shared Memorandum of Understanding (MoU) on macro-prudential policy and add debt serviceability restrictions to the list of potential tools available... More>>