Vive la Difference Online

European women still use the web in a very different way from men, according to new Jupiter MMXI research. The gender differences are persisting across the Union as well despite the increase in the numbers of women online and their overall Internet 'savviness'.

Specifically, this latest Jupiter data has highlighted that, whilst women spend less time on the Internet each month than men, they tend to use their time more effectively. They are, generally speaking, carrying out useful tasks, such as shopping, organising travel, banking online and sending e-greetings cards. Whilst men carry out these tasks online as well, they also find additional time to browse, read content and download applications. This is reflected in the fact that, during the month of February 2002, women spent almost seven hours online, compared to just under 10 hours for men.

The findings do show a distinct pattern in choice of websites by women as a result. Jupiter suggests that an 'average British woman' and an 'average British man' (both aged 25-34) might select certain sites out of natural preference. The woman spends the most amount of time on grocery shopping site sainsburystoyou.co.uk, estate agency rightmove.co.uk, retail sites next.co.uk and marksandspencer.com. Her other choices indicate that over the month she was looking for information on films and insurance, as well as visiting women's website ivillage.co.uk and ivillage.com.

In comparison, her male counterpart spent his time online in February on downloading application winmx, computer retail sites dabs.com, jungle.com and pcworld.co.uk and travel sites airmiles.co.uk, flybmi.com and expedia.com. He also spent time on 'lads' portal' fhm.com and the tabloid site, the-sun.co.uk.

Michele Poliziani, author of Jupiter's report, says 'To target women, websites need to understand what content and information will appeal to a female audience. Clearly sites that allow women to perform a function or provide information to help with their daily lives in some way are popular.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.