Gender and Internet Use: Peeking Under the Covers
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- University of Rhode Island
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Overview: Recent statistics suggest women now outnumber men. In this study, the author examines the nature of gender bias by examining Internet use in greater detail. Using the concepts of adoption width and depth that incorporate variety and intensity of use, the statistical analysis reveals that men continue to outpace women in terms of several of these measures. Even in the use of email, which women report using more than men, deeper analysis suggests differences in the number of messages, number of email accounts and the use of filters by men and women. Advertisers using the Internet have to incorporate these differences since the two genders are likely to differ in their exposure and responsiveness to Internet advertising.
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Format: PDF | Size: 1,577KB | Date: Jan 2005 | Pages: 23
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