Women online in the USA and across Europe are behaving very differently according to new research from NetValue which looks at the growth rate of women online and what these women are doing on the internet.
English mothers are the heaviest banner clickers, while mothers in France use mail most frequently. Spanish mothers spend the longest time surfing whilst German mothers go online more frequently.
The report also considers the sectors which mothers have the greatest affinity for and explores the differences in behaviour online as dependent on the number of children a woman has: Mothers with one or two children have the highest affinity for the Family sector, while Mothers with 3 or more children have the highest affinity for the Communications/Email sector. “Mothers with one child are the only women with a high affinity for the Fashion/Beauty sector; surprisingly the Fashion/Beauty sector doesn’t even rank in the top five for women without children.”
| . |
USA |
France |
Germany |
UK |
Spain |
| Women online (% of all Internet users) |
47.80% |
41.60% |
41.20% |
35.30% |
33.50% |
| Women online with children (% of all Internet users) |
25.10% |
20.10% |
12.40% |
21.70% |
11.40% |
| % of women online who have children |
52.50% |
48.30% |
30.10% |
61.50% |
34.00% |
Source: NetValue, April 2001
