Women, Teens and Seniors Help Fuel 34% Mobile Web Spike

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Women, Teens and Seniors Help Fuel 34% Mobile Web Spike

Web visitors using a mobile device increased 34 percent year-over-year, from 42.5 million mobile Web visitors in July 2008 to 56.9 million in July 2009, according to The Nielsen Company. Overall, year-over-year growth among the 13-to-17 and 65-plus age groups outpaced the growth of the total mobile Web audience, with a youth increase of 45 percent, and seniors surging toward 67 percent in July. While men continue to make up a larger portion of mobile Web users vs. women, comprising 53 percent of the audience in July, the growth of female visitors outpaced the growth of male visitors during the month, with women increasing 43 percent year over year, compared with a 26 percent growth among men.

“As with other forms of Internet technology, more men were early adopters of the mobile Web and still make up a slightly larger presence today,” said Chris Quick, client services manager, mobile media. “Now that the technology is more mainstream, women are quickly embracing the benefits as ‘connected consumers,’ tapping the convenience of Web access on mobile phones to network, browse the latest shopping deals and get ideas for dinner, all while on the go.”

Mobile and Gender

From celebrity news to shopping, mobile Web usage by women traversed a variety of subjects and actions in July, including online shopping and social networking. Women were 1.4 times more likely to visit People.com and use AT&T search via a mobile Web device in July.

In July, men’s mobile Web interests centered on news, sports and online games. Men were 1.8 times more likely to visit Gizmodo -- the technology news site -- via a mobile phone, making it the No. 1 Web site visited by men on their mobile devices in July in terms of unique audience composition.

Teen Take

Teen usage of mobile phones focuses heavily on texting, both sending and receiving. In the second quarter of 2009, the top-ranked mobile activity for teens was messaging, with 84 percent of teens sending a text message and 55 percent of teens sending a picture message.

- Nielsen Business Media