November 7, 2003, 12:00 AM

Where the girls are: Shopping online

While women 18-34 are 15.7% of all Internet users, they represent 20% or more of shoppers at six retail categories, reports comScore Media Metrix.


Online retailing sites are prime destinations for women 18-34 years old who are Internet users, reports comScore Media Metrix. While women 18-34 are 15.7% of all Internet users, they are 24% of shoppers at fragrance/cosmetic sites, 22.3% of shoppers at jewelry/accessories/luxury goods sites and 20.8% of shoppers at apparel sites. They are further disproportionately represented at department store web sites, where they are 20.7%of shoppers, toy sites, at 19.9%, and flowers/gifts/greeting card sites, where they represent 19.7% of all shoppers. Young women are also disproportionately represented at tickets, movies, careers and women’s community sites.

By comparison, only one retail site made the top 10 sites where males 18-34 are disproportionately represented. 18- to 34-year-old men are 17.8% of Internet users but 22.3% of shoppers at sports/outdoor sites. Young men are disproportionately represented at gaming information, adult, personal, sports, movies, radio, automotive resources, teen community and music sites.

ComScore ran the numbers in response to reports that young men had dramatically reduced their viewing of TV. "The fact that more than 75% of 18- to 34-year-old men in the U.S. are using the Internet seems to take at least some of the mystery out of the decline in TV viewing among this prized demographic," said Peter Daboll, president of comScore Media Metrix. "Given the heavy web usage patterns in this segment, marketers clearly can reach this demographic quickly and efficiently through interactive marketing."

ComScore Media Metrix reports that men are 53% of 18- to 34-year-old Internet users vs. a 50-50 split in the Internet population as a whole. They average 32 hours online each month, 17% longer than all Internet users, and view 3,370 pages per month, 37% more than the 2,645 for all Internet users.


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