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Women dominate the web

Latest research from Nielsen//Net Ratings shows that we are entering a new era of the internet, one that is no longer dominated by young males and one that businesses need to take stock of if they are to be successful.

By Maggie Holland, 17 May 2007 at 15:57

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Women between 18 and 34 have been crowned the UK's most dominant group of web users, making up 18 per cent of the country's internet population and spending so much time using computers that they now account for more than 20 per cent of computer usage.

And organisations with an online presence must pay close attention and respond to these new market dynamics if they want to continue to be successful, according to according to researcher Nielsen//NetRatings who published the new figures this week.

Adding their male counterparts in this age bracket to the mix, the 18-34 year olds collectively account for just under a third of all web-savvy Brits.

That said, overall, men aren't being left completely in female surfers' shadows, with the UK's active online population now split almost evenly between men (51.5 per cent) and women (48.5 per cent).

Outside of the dominant demographics, children - often considered the brightest group when it comes to using and embracing technology - are tugging at the heels' of their elders, with 1.7 more times 50-plus year-olds generating web activity than the under 18s.

"The internet is no longer dominated by young male adults," said Alex Burmaster, European internet analyst at Nielsen//NetRatings.

"Times have changed considerably and many will be very surprised to see that women aged 18-34 are now the most prevalent group online and that a quarter of the online population is at least 50 years of age. Companies who understand this composition when providing services or content through the web or simply

advertising online will maximise their chances of success in the internet of the future."

Burmaster added: "There is little doubt we are entering a new era of the internet. The results of the research, showing young adult women now account for 27 per cent more of total UK computer time than their male counterparts, indicates how the internet landscape is shifting; a shift which is sure to send shockwaves through the entire online industry."