European women have been shown to drive the majority of engagement at online retail and community websites according to comScore’s overview of internet usage. Tumblr.com had the highest female use with 69% of time spent on the social network. Retail subcategories also saw high gender-specific percentages amongst women in the likes of fragrances/cosmetics, apparel and department stores.
Tumblr.com was closely followed by German retail site Otto Gruppe with 68.8% in the highest concentration of usage stakes, while daily deal site Groupon’s 61.7% was slightly behind. comScore noted the total amount of time European women spent on Mail.ru websites was quite high, but put this down to the category including email services and Odnoklassniki, a large social network.
High use of online retail categories by women
The research examined the various online verticals where females spent their time. Retail subcategories made up half of the top 10, alluding to the gender’s penchant for online shopping compared to their male counterparts. ‘Retail- Fragrances/Cosmetics’ was top of the pops accounting for 70.9% and ‘Community - Beauty/Fashion/Style’ was second with a 67.9% share.
Collated from May data, the study discloses internet usage in 49 European markets. It revealed there were 191.5 million females aged 15 and older using the internet in that one-month period across Europe. The segment represented 48.4% of the total internet audience and 46.9% of time spent online.