Marketers should keep an eye on women, because this customer segment is driving the majority of engagement on sites like Tumblr and Groupon according to a recent comScore study.
The European Internet Usage study shows that Tumblr was one of the most women-oriented Web properties in May 2012. In fact, European women represented 69 percent of all time spent on the social blogging site. German retail site Otto Gruppe came in second with 68.8 percent of all time on site coming from women, followed by Groupon with women making up 61.7 percent of all time on site.
The report also reveals that women are key in driving engagement on e-commerce sites. This is because retail subcategories made up half of the top 10 site categories by share of time spent among females – proving that online shopping remains one of the top activities for women on the ’Net. According to the study, women accounted for 70.9 percent of all time spent on fragrance and cosmetic retail sites, followed by 67.9 percent of all time on beauty/fashion/style community sites and 66.8 percent of all time on retail apparel sites.
Additionally, comScore reveals that women represented 48.4 percent of the total European Internet audience in May, and made up 46.9 percent of total time spent online during the month. These metrics prove how important it is for marketers to take women into consideration when creating campaign strategies – especially marketers in the retail industry.