Women's online interests are far broader than those of men, who tend to focus on sport, motoring and finance.
This was one of the key findings of the latest Nielsen/Net Ratings and SA Online Publishers Association (OPA) trend study.
According to the findings, just over half of the country's online users are male, with the four most favoured sites all relating to sport. These sites are Kaizer Chiefs, SuperRugby, SuperSport and Kick Off South Africa.
Other sites popular with men relate to finance, motoring and dating, with Love2Meet being the seventh most popular Web site for South African men.
Women favoured nine different sectors in their top 10 sites, with the Portal 24 stable doing well. Food24 attracts 64% of female users, Women24 attracts 63%, and Health24 attracts 58% of female online users.
Dating sites did not feature at all on women's top 10 Web sites, although business and property sites, as well as the IOL Jobs' recruitment site did.
Of the most male-dominated motoring brands, women still make up between 25% and 30% of the audience. Of the most female-dominated brands though, men make up 36% of the audience. Even on Babynet, the eighth favourite Web site of female online consumers, the audience is made up of 46% men.
Members of the OPA, who participated in the study, include 5FM, sabcnews.com, Media24, ITWeb, Vodacom, DStv, M&G, Junkmail and Supersport.
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