Wednesday, April 18, 2007

don't even think about it

John became frustrated with me for suggesting that there were significantly less women than men watching videos online. I'm guessing he's fearful that colleagues will then decide that they won't use video in their campaigns to reach women.

So, let me do some math here to illustrate what it means that a larger percentage of men than women who use the Internet watch video online.

Apparently, according to eMarketer, 97 million women in the United States use the Internet, while "only" 91 million men in the U.S. do.

Of those 97 million American women, 66 percent watch online videos.

Of those 91 million American men, 78 percent watch online videos.

66 percent of 97 million = (about) 64 million women

78 percent of 91 million = (just under) 71 million men

7 million more men than women watch videos online: a distinction that equates to a little more than 2 percent of the population of the United States and just under 4 percent of the population of Americans who use the Internet.

Have I confused you enough?

In other words, there are still a whole hell of a lot of women watching online video, so DON'T EVEN THINK OF ABANDONING IT AS A STRATEGY.


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