Women spent 38% more time consuming digital content in the past year, with a focus on health, fitness and nutrition

Cropped shot of a woman using a smartphone while relaxing on the sofa at home
  • Women are the biggest digital consumers and online gamers in Australia, increasing consumption by 38% in the past year, according to a report from Nielsen.
  • The majority of health, fitness and nutrition content is consumed by women, with the uptick in views during the pandemic continuing long after.
  • Consumption across all digital content categories is higher for women.
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Women spend more time consuming digital content than men, and are the largest online gaming demographic in Australia, according to a new report released by Nielsen.

The report findings highlight a massive increase in the time women spend consuming online entertainment and lifestyle content.

It found that in the previous year there was a 38% increase in women’s digital consumption, which represents 60% of all consumption, with much of that focused on health, fitness and nutrition digital content.

The report also highlighted that women consume more of this digital content on their phones; 81% of the time, compared to 74% for men.

On average, it found women spend 97 total hours on digital content a month; seven hours more than men.

As for demographics, women aged 25-34 spend the most time consuming content online; an average of 112 hours and 46 minutes per month, with women aged 35-44 representing the next highest category.

Nielsen also found that women account for 65% of the engagement for health, fitness and nutrition digital content — a finding that has ramifications for marketers looking to engage, not to mention the outsized influence of media and social media content creators working in this space.

Each month, 87% of all Australian women consume video content and 84% watch broadcast media content.

A key finding from the report is a significant uptick in women’s consumption of entertainment content, which the report attributes to the increase in screen time during the pandemic, with the increase in online video and movie consumption continuing well after restrictions were lifted.

There was an increase of 38% from the previous year of women’s consumption of online entertainment, with women representing 60% of all digital views.

The report also uncovered some surprising findings around women and gaming, which is still often popularly marketed to men despite the growing visibility of women in gaming.

More women consume online games content than men do; 6.6 million, with the 71% of women playing some sort of online game, ranging from “Candy Crush” and “Angry Birds” to “Minecraft” and online poker.