comScore report confirms female penchant for online shopping

According to comScore, 395.7 million Europeans across 49 countries used the Internet in May, 2012. The average amount of time spent online per person was 27.6 hours.
Just under half (48.4%) of Europeans that went online were women age 15 and older (191.5 million).

comScore wanted to know which websites European women were visiting. It should come as no shock to discover that comScore's figures highlighted "the gender's penchant for online shopping" when compared to male behavior online.

Five of the top 10 websites visited by more women than men were retail subcategory sites. The perfume and cosmetics subcategory is dominated by women (70.9%) in terms of total time spent. The next most-popular category, surprise surprise, is apparel with women accounting for 66.8% of total time spent in this category.

The remaining retail sites where women dominate are department stores (64.9%), food retail (61.2%), and mall retail sites (61%).

"Among the top 100 web properties in Europe, Tumblr had the highest concentration of usage among women, who accounted for 69 percent of all time spent on the site," said comScore in a recent press release. "German retail site Otto Gruppe (68.8%) ranked second on this dimension, while leading daily deal site Groupon (61.7%) rounded out the top 3."

Tags: Europe, gender research, online shopping, research, retail sector