Yahoo! Survey finds more European women using web

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LONDON--The number of women logging on to the Internet in Europe's three biggest Web markets is growing, according to inter-netTrak, an independent telephone survey commissioned by Internet media group Yahoo! Inc., Internet magazine publisher Ziff-Davis and Dell Computer Corp.

The Internet is no longer a male-dominated medium, concludes the study, based on inter-views among more than 9,000 people in the U.K., Germany and France, and conducted in September 1998.

In the U.K., for example, about 40% of the respondents using the Internet for the first time are women. When internetTrak was first conducted two years ago, only 14% of the first-time users were female adults. Among the 14-17 age group in this year's study, the number of female U.K. citizens going online for the first time reached 47%.

Of U.K. participants who had never surfed cyberspace, 57% of those eager to subscribe to the Internet are women. In France, 52% of the non-users wanting to log on are female adults, while the proportion in Germany is 48%.

The survey also examines trends among the general Internet population in the three markets. The results inverted the conventional perception that Germany has a larger online market than the U.K.

"With 15% of the U.K. adult population having accessed the Web, penetration in the U.K. is at the same level now as in the U.S. two years ago," observes Lisbet Sherlock, European marketing services director at Ziff-Davis. In the U.S., about 30% of the popula-tion surf the World Wide Web, according to U.S.-based Forrester Research.

She also added: "The U.K.'s Web penetration is growing at a faster rate than the other two European countries in the internetTrak survey, with France and Germany currently standing at 8% and 10% of all adults respec-tively."

About 8 million Web users in Britain are older than 14, while 7.3 million Germans and 4.2 million French citizens fall within that age group.

Copyright December 1998, Crain Communications Inc.

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