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Abstract

When it comes to things online in the UK, men lead the way. In 2008, for example, UK males made up 51% of the online population. In fact, in almost all age groups, men accessed the Web more frequently and matched or surpassed women in time spent online.

The UK Men Online report analyzes the patterns of male behavior on the Internet and what those habits mean for marketers.

With the number of male Web users in the UK rising to 22 million in 2013, they will remain the online majority during the next five years. But barely, accounting for 50.5% of UK Internet users.

They will make up an important half, however.

Communications, entertainment and e-commerce are leading activities for UK men online, and in these areas their behavior differs from female Internet users.

Shopping online, for example, men gravitate toward specialty sites to begin their search for products and services, while women head to search engines. In addition, men are more engaged with the mobile Web than women.

• How many men are online in the UK?
• What will be the gender balance of the online population in the future?
• What online activities and destinations are most popular with UK males?
• Which age groups of male users offer specific potential for online marketers?
• And many others-

The UK Men Online report aggregates the latest data from international marketing and communications researchers with eMarketer analysis to provide the information you need to make smart, timely business decisions.

Table of Contents

Executive Summary

• UK Internet Users, by Gender, 2008-2013 (millions and % of total)
• Key Questions

The eMarketer View

• Key eMarketer Numbers - UK Men Online

Male Internet Users

• UK Population, by Gender, 2007-2013 (millions and % of total)
• UK Internet Users, by Gender, 2008-2013 (millions and % of total)
• Comparative Estimates: UK Male Internet Users, 2008 (millions)
• UK Internet Traffic Share, by Gender, November 2008 & January 2009 (% of total*)
• UK Internet Users, by Age and Gender, 2008 (% of respondents in each group)

Access Patterns: Frequency and Time Spent Online

• Last Time UK Adults Used the Internet, by Age and Gender, 2007 & 2008 (% of respondents)
• Frequency of Internet Usage Among UK Male Internet Users, by Age, 2008 (% of respondents)
• Time Spent Online by UK Internet Users, by Age and Gender, April 2008 (% of total time)
• UK Child and Teen Internet Users and Mobile Phone Users*, by Age and Gender, April-May 2008 (% of respondents in each group)
• UK Child and Teen Daily Internet Users and Mobile Phone Users, by Age and Gender, April-May 2008 (% of respondents in each group)

Online Activities

• Top 10 Site Categories Visited by UK Male Internet Users, November 2007 & November 2008 (millions and % change)
• Top 10 Site Categories Visited by UK Male Internet Users, Four weeks ending January 3, 2009
• Top 10 Site Categories in the UK, Ranked by Percent of Visitors Who Are Male, Four weeks ending January 3, 2009
• Online Activities of UK Male Internet Users, by Age, 2008 (% of respondents)
• Communications
  • Number of E-Mail Accounts Used Regularly by Adult Internet Users in Great Britain, by Age and Gender, October 2008 (% of respondents)
  • E-Mail Account that Adult Internet Users in Great Britain Spend the Most Time Using, by Age and Gender, October 2008 (% of respondents)
• Social Networking
  • Demographic Profile of UK Internet Users Who Visit Social Networking Websites and Online Communities, May 4-31, 2008 (% of total)
• Dating
• Content Usage
  • UK Adult Internet Users Who Regularly Play Online Games, by Age and Gender, January 2008 (% of respondents in each group)
  • Online Content Activities of UK Internet Users*, by Gender, 2008 (% of respondents)
  • Online TV or Video Viewing and Awareness Among UK Adult Internet Users, by Age and Gender, April 2008 (% of respondents in each group)
  • Online TV or Video Services Used by UK Adult Internet Users Who Watch Online TV or Video, by Age and Gender, April 2008 (% of respondents in each group)
• Shopping and Buying
  • B2C E-Commerce: UK, 2007-2012
  • UK Adult Internet Users Who Have Purchased Goods or Services Online, by Gender, 2006-2008 (% of respondents in each group)
  • Last Time UK Adult Online Buyers Made an Online Purchase, by Age and Gender, 2006-2008 (% of respondents)
  • Online Purchase Frequency Among UK Adult Internet Users, by Gender, May 2008 (% of respondents in each group)
  • Average Annual Retail E-Commerce Spending per UK Online Buyer, by Gender and Product Category, 2007
  • Types of Downloads Purchased by UK Adult Online Buyers, by Gender, 2008 (% of respondents in each group)
• Researching Products and Services
  • Internet Users in Select Countries in Western Europe Who Visit Price Comparison Sites, by Age and Gender, March-June 2008 (% of respondents)
  • Leading Sources for Online Product/Service Reviews According to UK Internet Users, by Gender, July 2008 (% of respondents in each group)
  • Demographic Profile of UK Internet Users Who Have Ever Written an Online Product/Service Review, Positive vs. Negative, July 2008 (% of respondents)
• Engagement with Brands
  • Internet Users in Select Countries in Western Europe Who Visit Brand Sites or Brand Blogs, by Age and Gender, March-June 2008 (% of respondents)

Men and the Mobile Internet

• Activities of UK Mobile Phone Users*, by Gender, 2008 (% of respondents)
• Regular Mobile Content Activities of UK Adult Mobile Phone Users, by Gender, May 2008 (% of respondents in each group)
• UK Adult Internet Users Who Regularly Browse the Internet via Mobile Phone, by Age and Gender, January 2008 (% of respondents in each group)
• iPhone, Smartphone* and Mobile Phone Subscribers in France, Germany and the UK, by Gender, May 2008 (% of total)
• UK Internet and Mobile Internet Users, by Gender, 2007-2008 (% of total)
• UK Adults Who Would Be Willing to Buy Products or Services via Mobile Phone, by Gender and Age, 2008 (% of respondents)

Conclusion

Endnotes

• 101050
  • Comparative Estimates: UK Male Internet Users, 2008 (millions)
• 100835
  • Top 10 Site Categories in the UK, Ranked by Percent of Visitors Who Are Male, Four weeks ending January 3, 2009

Related Information and Links

• Related Links
• Contact
• Report Contributors