Men and women have different online viewing habits

A new study has revealed the differences in how men and women in the US consume video content on the internet.

MarketingCharts reported that Nielsen Online´s new VideoCensus, which analyses online viewing activity and engagement, revealed that women more frequently use the internet to view network TV programming.

It was discovered that network TV website video streams were almost two times more likely to be watched by women in the 18 to 34 age group than men.

On the other hand, men showed a preference for viewing consumer-generated media (CGM).

Commenting on the findings, Michael Pond, media analyst for Nielsen Online, said: "Network websites are destinations for fans to deepen their experience - they go to see their favourite scenes, episodes and outtakes.

"These users are very loyal and engaged and the website is a place to become immersed in the program.

"With shorter clips and a viral nature, CGM websites are much more about discovery, and consumers are likely to view content on more than one."

© Adfero Ltd