Health, fitness, beauty, food and entertainment are key interests of women.
Health, fitness, beauty, food and entertainment are key interests of women.
Women outnumber men in time spent on Google search. The year-on-year growth in terms of the time spent on Google search recorded by women in the age group of 35-44 years outnumbers the growth of middle-aged men by 123 per cent.
This growth is measured in terms of ‘time spent in minutes’ on Google Search. The search engine has also recorded a significant uptake in search usage by upper middle-aged women (above 55 years). In 2015, this category outgrew the younger women user base (age group of 15-24 years) and working women (age group of 24-35 years). The highest percentile of growth in terms of time spent on Google search’ has been witnessed in the middle-aged category, observed Google.
“The Internet is playing an incredibly important role in changing the lives of women in India,” Google said in a statement.
This trend is likely to continue growing as India’s vast rural population of over 800 million comes online and experiences the power of the internet, the largest internet search company added.
It is not only the middle-aged category of women that outnumbered men but in ‘search minutes’ women in both the 15-24 year age group and the 25-34 yers age group out number the men. The time women in the 15-24 age-group spent grew by 110 per cent as compared to 104 per cent by men whilst in the 25-34 age-group, time spent grew by 108 per cent as compared to 98 per cent by men.
According to the Google study, there are more mothers using Google search when compared to fathers. One in three (33 per cent) women who are mothers are on the web while only one in 4 fathers are on the web.
Women are outpacing men in their interest in beauty, fashion, food and entertainment and two times higher interest even around health and fitness. Women’s fascination for food is 3 times higher, and is same in the case with entertainment (family television).
India currently has the third largest internet user base after China and the US with approximately 325 million active users. Of this 121 million users are on broadband while the rest are narrowband internet users according to Google.
