What do women prefer doing online?

NEW DELHI, INDIA: ViziSense, an online audience and ad measurement platform, said that search, e-mail and social networking topped the online activities that women indulge in.

These findings are part of the findings of the organization that studied the online behavior of Indian women.

Unlike the usual methods of surveys and multiple-choice answers, these insights are drawn, analyzed and collated from the actual observed behavior of a significant sample of online women, ViziSense said in a media release.

Interestingly, ‘Shopping’ does not figure among the top 7 categories of websites accessed by women indicating lower adoption of online shopping by women as compared to other categories, the survey said.

“Social Networking getting more page views than e-mail categories is a great insight indicating the shift of email conversations to social networking sites in form of internal messages, chats and wall postings,” said Amit Bhartiya, GM — ViziSense.

“The findings in this report are based on the actual behavior of a sample of 2,200 women panelists that form part of the ViziSense India panel, which makes it unique and extremely fascinating,” he added.

The report digs deeper into other demographic attributes such as age, occupation and geography while analyzing women’s behavior across top categories. According to the report, social networking is most accessed by women in the age group of 15—24 years.

It’s also interesting to see that while online usage is skewed in the ratio of 61 per cent in favor of South Indian women, when it comes to Social Networking, their counterparts in North India are way more active, the North-South ratio being 55:45.

The report also captures women’s online activity during the day, which is a major planning parameter in the traditional media world. E-mail is most accessed by women between 11:00 am and 12 noon, it said.