The document discusses several myths about gender differences in online behavior: 1) While historically there have been more men online, the gap is closing fast and some countries like Hong Kong and Singapore now have majority female internet populations. 2) Contrary to myth, women actually spend less average time online than men and are more likely to spend their time on activities like retail, travel, email and education. 3) Women are more engaged in social networking and spend more time on activities like social media, email and instant messaging compared to men. 4) While men and women visit retail and travel sites at similar rates, women tend to spend more time shopping and researching travel online. 5) Though video

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Digital Habits of Women
Kerry J Brown, Vice President SE Asia | 26th April 2013

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In Summary

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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

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There are more men than women online
Myth 1:

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Women are still outnumbered online but the gap is closing fast
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, Mar 2013
Males
53%
Females
47%
Global Internet Population,
P15+
50.9%
49.1%
48.9%
47.1%
44.5%
North America
Europe
Latin America
SE Asia
Asia Pacific
Women 15+ in Regional
Internet Populations

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Hong Kong & Singapore web populations are >50% women
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2013
Countries w/ Largest Proportion of
Women 15+ in Internet Populations
50.8%
51.2%
51.8%
51.9%
55.7%
0 0 1 1 1 1 1 1 1 1
United States
Singapore
Russia Federation
Hong Kong
Puerto Rico

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7.8%
14%
18.9%
20.8%
23.7%
15.1%
21.2%
24.6%
8.6%
Gender Not Dividing Factor for Generation Y in APAC…
JP
HK
CH
MY
IND
SG
PH
INDO
20%
20%
13.8%
21.8%
13.4%
14.4%
8.1%
Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Mar 2013
TH
7.5%
17.5%

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Myth 2:
Women are more engaged on the Web

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Women spend lesser time online
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2013
The average 15+ female spends 5% less time online than her male counterpart
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

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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
Women are more likely to spend their time on:
Retail, Travel, Email, Blogs & Education
Index
Share of Time Spent Online: Females vs. Males
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2013 Singapore
100
93
135
127
114
110
103
129
43
130
Index

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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 with Women Spending More Time than Men
Instant Messaging
% Reach by Age & Gender
Instant Messaging
Time Spent (Hours per Visitor)
Singaporean Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2013
Similar reach for IM but women spend a greater amount of time doing it
0%
10%
20%
30%
40%
50%
15-24 25-34 35-44 45-54 55+
Females Males

12. © comScore, Inc. Proprietary.© comScore, Inc. Proprietary.
Myth 3:
Men and women are equally engaged in Social Networking

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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+
Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), March 2013
Total
33%
26%
31%
27%
45%
39%
41%
34%

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Women of all ages spend more time on Social Networking sites than
men do
Social Networking
% Reach by Age & Gender
Social Networking
Time Spent (Hours per Visitor)
Singaporean Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2013
• Unsurprisingly, practically all web users in Singapore under 24 visited a
Social Networking site
•The difference in male and female behavior, both in reach and time
spent are much more pronounced in the older age groups
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

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Disparity in Twitter usage by Gender continues in Singapore
Singaporean Internet Audience 15+ accessing Internet from Home or Work
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

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Young women dominate blogging activity in Singapore
Singaporean Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2013
• 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

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Myth 4:
Men make more purchases online than women

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Women outpace men in average time spent on Retail sites
Singaporean Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2013
Men and women equally likely to visit Retail sites
Average time spent shopping online, however, is markedly higher for
women in 20s and 55+
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

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Online Travel Agents see heavier usage from younger women as well
Singaporean Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2013, Singapore
No differences in terms of % 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

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Visiting to Airlines Sites follows a similar pattern
Singaporean Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix, March 2013 Singapore
Women in visit the Airlines category at the same rate as men although
this falls off 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

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Myth 5:
Women are driving online video

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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 *), Mar 2013
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.HrsViewingVideo
Women
Men
But: women spend a much
larger share of their time on

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Look who’s tuning in to Online Video
% of Web Population
Watching Online Video
Average Hours Spent per Visitor
Watching Online Video
Singaporean Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Video Metrix, March 2013
• Though the penetration of video among women is only 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

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In Summary

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The Future: Women are coming into their own and 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.