The digital gender gap is manifested in social networks, devices, purchases and apps

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The digital gender gap is manifested in social networks, devices, purchases and apps

On the occasion of the celebration of World Working Women’s Day, the digital strategy and social business agency Annie Bonnie presents the extract of the Internet Penetration Report, Social Networks and Technology AB Research, to highlight the digital gender gap in Spain. The percentage difference between men and women in the use of ICT is especially revealing in professional social networks, in business apps, in the consumption of paid content and in the adoption of new technologies. The report, which will be presented in April, is coordinated by Andrea Ansareo, executive director of accounts at Annie Bonnie: “In light of the data provided in the report, a proportional evolution is observed in the adoption of ICT in both sexes. However – agrees Ansareo – there are still shortcomings in terms of parity of uses and habits in online, especially in the professional aspect. This represents a double opportunity: for women with regard to development spaces and for brands in terms of attracting a new public, very willing to consume in the new Spanish digital scene “.

Social Media in Spain

88% of Spanish Internet users have a profile on Facebook, 78% on WhatsApp, 48% Twitter, 33% Instagram and 31% on Linkedin. Regarding the most used social Estonia Mobile Database networks in Spain, both sexes use WhatsApp, Facebook, YouTube, Twitter and Google Plus, in that order. However, in sixth place is Instagram for women and, in the case of men, there is Linkedin. The most significant case of gender gap in Social Media occurs precisely in Linkedin. Of the more than 7 million registered users that the professional social network has in Spain, 47% are women, that is, there are 432,542 more men (53%). And in terms of use, the difference rises to 12 percentage points (44% women, 56% men).

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To account for the reality in our country, “in the United Kingdom the difference in users is negligible, below two percentage points between men and women. And something similar happens in the United States, where Linkedin has 59 million users , where the parity is practically total “, points out Ansareo.

Estonia Mobile Database


The top 5 devices that Spaniards have are PC / Laptop, Smartphone, tablet, game consoles and, far from the previous ones, Smart TV. In this sense, it is noteworthy that of the total number of Spaniards who do not have any technology of this type, only 30% are women, “from which it is concluded that women have a higher level of adoption of new technologies in Spain” says Ansareo . The digital gender gap is especially evident in the owners of smartwatches: 63% are men against 37% of women, who are the majority, however, in the market for tablets and e-readers. The smartphone, for its part, is consolidated as the parity device par excellence.

Use of Internet & e-commerce

74.5% of Spanish women use the Internet, according to May 2015 figures from the National Institute of Statistics (INE). And the reasons why they use it are: ‘How-To’ tutorials and guides, to be informed about news and events, education and training, research related to their work and to be in contact with their friends. The products most purchased by Internet users are clothing (26%), shoes (15%), beauty products (14%), flights or hotels (14%) and holidays in the national territory (14%).

30% of Internet users say they have never made an online purchase, and the automotive, real estate and financial products sectors do not yet enjoy the trust Brother Cell Phone List of users to purchase them via the Internet. 35% of Spanish Internet users (men and women) pay for online content (apps, games, news, information, streaming and download music, studies, movies, web services such as cloud storage?). Among women, the most requested paid content are applications, ebooks and music, while men stand out for their demand for mobile games. Only 3 out of 10 Spanish women who use the internet pay for online content against 5 out of 10 men who do so regularly. “In this sense, female consumption on the Internet has a long history in Spain, as the world average is above 50%. A whole opportunity for business”, Ansareo declares.

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Mobile applications and tablets

Globally, games and social networks are the apps that are most used on mobile phones. However, the third place is occupied by photography apps for them and music apps for them. In Spain the use is similar except for one difference: they, thirdly, prefer map apps. The mobile applications with the highest proportion of Spanish users compared to men are: photography apps (Instagram, Pinterest, Photobooth …), shopping apps (Amazon, eBay …), instant messaging and chats (WhatsApp, Facebook Messenger and WeChat) and health and beauty apps. In contrast, sports, news, betting and business apps are predominantly male. At this point, the digital gender gap is evident in applications used for business (Office, Dropbox, Evernote, Google Drive, Basecamp, Acrobat, etc.): out of every 10 users, 7 are men and 3 are women. In large numbers, of the 13 million Spaniards who use this type of application, 9 million are men and 4 are women.

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