Research Outline

Female Online Browsing Habits


Determine statistics on the online female audience in the UK and around the world. The information will be used to draft a marketing strategy for an activewear launch in the UK.

Early Findings

Female Online Browsing Habits

UK Statistics

  • Those who are aged 35 to 55 years old belong mostly to the Gen X age group.
  • They comprise 28% of the population in the UK.
  • Seventy seven percent of women int he UK uses the internet.
  • Around 99.2% of UK women ages 16 to 44 uses the internet.
  • For women ages 45 to 54, the internet usage is around 97.2%.
  • Around 82% of women in Great Britain made online purchases in 2019.
  • Eighteen percent of UK women shop at least once a week.
  • Around 84% of UK women who are online use Facebook.
  • Facebook is the most preferred site by 23 to 37 year old UK residents.
  • Thirty-four percent of the UK female population who are online use Snapchat.
  • Around 38% of 25 to 44-year-olds use Snapchat.
  • LinkedIn is used by 29% of online females in the UK.
  • Majority of the platform users are those who are 25 to 44 years old.
  • For Pinterest, the site is visited by 45% of online women.
  • The platform is more preferred by those who are in the 25 to 34 age group.
  • In the case of YouTube, around 49% of the online female population in the country are on the platform.
  • Forty-one percent of females in the UK prefer to trust online experts when searching for useful information.
  • Sixty-six percent of online females in the UK also trust customer reviews on online sites.
  • Gen X individuals of both genders are more "driven by purpose and intent" than casual online surfing.
  • Gen X individuals also prefer to go online on their mobile devices rather than on their personal computers.
  • They are also observed to be alloting one-third of their daily TV schedule to internet streaming services.
  • This age group also allot two hours of their time daily on social media sites.
  • Eighty-one percent of Gen X individuals also go to the internet when looking for information.

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