Meet the Mobile Web Audience

As mobile Internet usage increases, men are losing their advantage in numbers. They still account for the majority of users, but women are catching up quickly.

Mobile Internet visitors were up 34% year over year to 56.9 million in July 2009, according to The Nielsen Company. Growth among women outpaced the average rate by some 9 percentage points. Men still made up 53% of the mobile Web audience in July.

What keeps men so attached to their mobile phones for Web browsing? They make up the bulk of the audience for tech, sports and news content—and, unsurprisingly, for men's magazine Maxim. Fully 95% of the Gizmodo mobile audience is male, and men accounted for about nine in 10 mobile visitors to NBA and NFL sites in July.

Women, by contrast, embraced the mobile Web for access to celebrity news, shopping sites and social networks. Females outnumbered males in their mobile visits to sites such as People.com, AT&T search and Horoscope.com.

Teens, adults ages 25 to 34 and those ages 55 and older also adopted the mobile Internet faster than the average rate, but, especially in the case of teens and seniors, from a very small base. Takeup was slowest among young adults ages 18 to 24.

In July 2009, users ages 65 and older still made up only 3% of the total. Just 12% of mobile Web browsers were under age 18.

eMarketer, which includes both Web browsing and the use of mobile apps in its figures, estimates there will be 73.7 million mobile Internet users in the US in 2009, an increase of 26.3% over 2008.