Gender differences in internet use patterns and Internet application preferences: A two-sample comparison

Although the Internet frequently has been characterized as male-dominated, recent evidence indicates that the gender gap in Internet use is rapidly diminishing. If more females are using the Internet, then what specific applications do they prefer and do they differ from those of males? This article presents results from a survey assessing gender differences in specific uses of the Internet. The survey included 19 items and was made available to Internet users. For comparison, a paper-and-pencil version was administered to several hundred introductory psychology students. Numerous gender differences in preferences for specific Internet applications emerged. Results showed that males use the Internet mainly for purposes related to entertainment and leisure, whereas women use it primarily for interpersonal communication and educational assistance. However, additional analyses showed that several gender differences were mediated by differences in age and Internet experience. Potential implications of these results for commerce and advertising are discussed.