… Parity, equality, community! The digital divide of the early 2000s is almost closed. Women have invested heavily in the Internet. Less on the lookout for technological performance, they find answers to their needs and feminine values: sharing, exchange, intuitiveness, practicality.
In the days of Windows 95, the prehistory of the web, we talked about the Internet as a male universe. If the computer revolution was done without women, the digital revolution is done with them. When the web becomes social, with blogs and social networks, they arrive and are proactive.
Whereas in 2000, women made up less than 30% of Internet users, they are today on a par with men in England. However, women remain a minority in the world with 47% of the Internet population.
Nearly seven in ten French women believe that the development of digital equipment has improved their personal and professional lives,
according to a Harris Interactive study (French Women’s Look on the Digital Economy and Gender, February 2013).
The Internet has offered women a space for expression and liberation, developing ways of doing business, opportunities for civic action, and making it easier to organize their daily lives.
It also made it possible to free up certain uses such as, for example, meetings with the Meetic revolution, or even games … It is easier for a woman to go to pmu.fr than to the PMU bar.
Finally, if in 2012 women spent less time online than men, their consultation time progressed faster and the gap tends to narrow according to Médiamétrie (Media attendance and digital entertainment for women, April 2013).
The community dimension of digital media is probably what most fundamentally differentiates female uses.
80% of female Internet users visit social networks and blogs, and 50% visit community sites almost every day. Women spend an average of 6.5 hours a month on social networks, compared to 4.07 hours for men (source Médiamétrie).
They become a force of recommendation. More than men, women tend to share a good plan or information on a product with their “real” entourage and increasingly virtual (blogs, forums, Facebook …). The Connectonomics study from Yahoo! shows that “sharing experiences, feelings and advice” is the first goal of women when they surf the Internet.
The community dimension and digital word of mouth are key points in a strategy targeting a female target.
And do you think that women act differently than men on the Internet? Should we adopt a different editorial style?
If this article interested you, I invite you to download the new white paper from the agency 1min30 “How to talk to women” here, this article is taken from it. You can also consult our article “Top 8 digital luxury strategies”