Nielsen finds biggest digital consumers and gamers in Australia are women

Nielsen has released new research on the digital and gaming habits of women in Australia.

The study found that women spend more time consuming digital content than men. The research also showed that women are the largest gaming demographic.

On average, women spend seven more hours on digital content per month compared to men, 97 hours in total. The biggest online consumption group is women aged 25-34, with an average of 112 hours and 46 minutes per month. Women aged 35-44 spend an average of 112 hours and 34 minutes per month.

Women also consume digital content on mobile 81% of the time, compared to 74% for men.

In terms of content, Nielsen found that women account for 65% of the engagement for health, fitness and nutrition digital content.

Each month, 8.8 million (87%) of all Australian women consume video content, and 8.4 million (84%) watch broadcast media content. There has been an increase of 38% from the previous year in the consumption of online entertainment company by women, representing 60% of all consumption.

Female gamers are an untapped audience. 7.1 million (71%) of all Australian women consume games content every month. Popular games for Australian women include Candy Crush, Minecraft, Angry Birds and online poker.

Australians spent 1.8 billion hours gaming in 2020. Women accounted for 1.0 billion of those hours, accounting for 59%.


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