Reporting from Chicago —
When it comes to social networking, women outshine men, according to a study released Wednesday from ComScore Inc.
Women spend more time on social-networking sites than men — averaging 5.5 hours a month compared with 3.9 hours for men, said the Reston, Va.-based Internet research firm.
Likewise, 76% all women online visit a social networking site compared with 70% of all men online. The study, conducted in May, investigates how women are shaping the Internet.
"Understanding gender-specific differences in Web usage is valuable to any digital stakeholder looking to successfully reach and engage both women and men in the online environment," said Linda Boland Abraham, ComScore's chief marketing officer.
Men make up the majority of Internet users worldwide, but women spend 8% more time online, averaging 25 hours a month on the Web.
They are shopping and visiting health sites more frequently than men, spending 20% more time on the former and 6% more on the latter.