How Women Look at Video Online... Is Different
Online video is a business that has been years in the making. Thanks to the proliferation of broadband and the popularity of the YouTubes of the world, it is now what analysts at Piper Jaffray call "the new killer app of the Web."
But the app is not as killer for females as it is for males.
This year there will be an estimated 97 million females online in the US, compared with 91 million males. A clear majority. When it comes to viewing video online, however, their positions are reversed.
"While 78% of males watch video online, only 66% of females do," says Debra Aho Williamson, eMarketer senior analyst and the author of the new Women Online: Taking a New Look report. "They are less likely than males to visit most video destination sites — even the biggie, YouTube."
The disproportion is all the more surprising because females watch more TV than males. So what do females watch online?
A study conducted by InsightExpress for Advertising.com indicated that news clips are the most popular type of online video for all US adult viewers.
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