Culture, lifestyle and journalism - what attracts Polish women to the internet?
From October 2024, Mediapanel users will be able to view the results for target groups, which are popular in media planning, after logging into the survey interface. How can this data be used? We present an example of a cross-sectional analysis of female internet users aged 25-49, using the results for November 2024 as an example.
In November 2024, women aged 25-49 accounted for 22.5% of all internet users: 6.7 million of the 29.7 million population surveyed. The total time they spent browsing online content was 23.4% of the total time spent on the internet. This means that female internet users in this group are slightly more active online than the average user, which is confirmed by another indicator: the average time spent online. In their case it was just under 99 hours per month, compared to 95 hours for the population as a whole. On average, women in the analysed group spend 3 hours and 42 minutes online every day.
Share of women aged 25-49 in the total number of internet users in Poland
Devices used
Like all internet users, women aged 25-49 prefer to use the internet on their mobile phones: almost 89% of them do so, and 95% of them go online via a smartphone every day. The situation is different for personal computers, which are used by more than 76% of the group, but much less frequently than mobile devices.
Representatives of the analysed group spend an average of 3 hours and 42 minutes per day on the internet. PC users browse the web for 2 hours and 9 minutes a day, while smartphone users spend almost 3 hours every day.
Average daily time spent online by women aged 25-49, by device
In the world of entertainment and information
The topic category "Culture & Entertainment" is particularly popular among the analysed group: more than 90% of them use it within a month, and almost half of them use it daily. This results in the highest daily to monthly reach ratio (DAU/MAU) of all categories. The next most popular categories are "Lifestyle", "Information and Current Affairs" and "Education".
Use of themed websites by women aged 25-49
An analysis taking into account the affinity index and time matching provides more information on the popularity of individual topic categories and the intensity of use by representatives of the group in question. Both indicators reach their highest values for the category "Work" (127.9 and 37.4% respectively). The next categories are "Travel and Tourism" (110.6 and 29.1%), "Construction and Interiors" (109.3 and 27.2%), "Education" (107.9 and 27.3%) and "Lifestyle" (106.4 and 25.5%). At the other end of the spectrum are "Sports" with an affinity of 74.3 and a time match of only 5%, and "Automotive" with an affinity of 80.4 and a time match of 10%.
Time composition and affinity index for thematic websites among women aged 25-49
Traffic sources
We also analysed the way women aged 25-49 consume information content compared to the population of Polish internet users through the prism of traffic sources.
In both the internet population and the analysed group, the majority of page views in the functional category 'Information and other', which includes sites with editorial content, come from the search source, which consists mainly of Google searches. However, the share of this traffic source is much higher in the analysed group than in the population as a whole, at almost 35% compared to 28.5%. The second over-represented source is social, i.e. traffic from social networking sites. While its share is just over 3% for the population as a whole, it is 5.3% for female internet users aged 25-49. Women aged 25-49 are much less likely to come across online content through content aggregators: the share of this source is less than 12% for them, compared to over 18% for the population. The differences in the shares of the other two sources are already insignificant, although they are very important sources - direct entries and transitions from other sites account for almost half of the traffic to these sites, both in the population and in the analysed group.
Share of views from individual traffic sources for websites in the “Information and other” category
