SOURCE: eMarketer

April 02, 2007 09:00 ET

Women Lag Behind Men in Online Video Viewing

More TV on PCs Will Help Close the Gap, Says eMarketer Report

NEW YORK, NY -- (MARKET WIRE) -- April 2, 2007 -- There are more females online than males, but they are less likely to view video online than males are. There are several reasons for the disparity, but driven by female teens and the increasing availability of TV online, the gap between the sexes will begin to narrow by the end of the decade, says a new eMarketer report, Women Online: Taking a New Look.

Females constitute the majority of Internet users, according to eMarketer.

But while 78% of male Internet users will view video online this year, just 66% of females will. Males tend to adopt new technologies more quickly than females, and have greater access to broadband, which is necessary to see video online, according to eMarketer's analysis. Also females, especially adult women, are more likely to use the Internet to get things done, rather than to have fun. Many adult women, busy juggling work with their relationships and child-caring responsibilities, don't have time to surf the Web for video.

By 2011 though, nearly 85% of female Internet users will watch video online, eMarketer predicts, nearing the 88.8% of online males.

Young women will help drive that trend. "Early data indicate that female teens are as enthusiastic as male teens about online video," says Debra Aho Williamson, eMarketer senior analyst and author of the report.

Content providers can also help boost acceptance by offering full-length TV programs online for females who want to catch up on their favorite shows in their own time. After all, females spend 46 more minutes watching TV per day than males, according to a Television Bureau of Advertising report. "The networks are well-positioned to drive greater female online video usage by offering more programming that appeals to females, particularly adults," Ms. Williamson says.

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