However, according to eMarketer, men go online more often; are more active on social networking sites; read and write more blogs; listen to more podcasts; stay on for longer; and are not as bothered by "websites cluttered with ads" as women are.
The U.S. male Internet population is evenly split between those under and over the age of 35, with the largest group falling between 35 and 44. "Marketers may be overlooking a valuable demographic if they target only 18-to-34-year-old males. Advertising messages steeped in college humor and sex do not resonate with the millions of male Internet users who are researching products and services — and jobs — while shopping and connecting with friends and family," writes eMarketer.
This report confirms earlier reports on how men and women use the Internet differently. In 2008, four reports compared the behaviors of men and women online:
- Nielsen Online found that men prefer user-generated video sites (like YouTube) while women take more of a liking to video streams of TV shows (such as those offered from Hulu);
- social web search company Rapleaf put out a report saying that men are more likely to use social networks for business while women use them to build personal relationships;
- men are also more likely than women to share their writings, photos, videos, and other creations online, according to Northwestern University; and
- men think they're the kings of Internet security, even though they're equally affected by security threats as women.