In August, women made up 56.1 percent of the Web traffic to music sites. Overall, music sites pulled in 42.5 million unique female visitors in August.
While it might seem like young girls would be scouring sites for the latest news on the Jonas Brothers, it is actually women 35-60 who make up about a third of visitors to music sites.
Females age 35-49 make up the largest group. More than 14.5 million women within that demographic visited online music sites in August. This made up 19.2 percent of all visitors to music sites during the month.
Less than a fifth (15.6 percent) of U.S. females 18 or older said they purchased music online within the past six months. Sixteen percent said they bought a music offline during the same span, per Nielsen@Plan Fall 2009 Survey. Slightly more than 8 percent of women watched or listened to music online.
The top two sites visited by women for the month of August were: AOL Music (11.8 million unique visitors) and Yahoo Music (9.9 million). MSN Music was a distant third with a unique audience of 3.9 million.
This comes off the back of a similar statistic Nielsen published a few days before:
While men continue to make up a larger portion of mobile Web users versus women, comprising 53 percent of the audience in July, the growth of female visitors outpaced the growth of male visitors during the month, with women increasing 43 percent YOY as compared to a 26 percent growth among men.
So it appears that the big current online demographic trend is the growth of the female audience. This is particularly interesting when you consider the power that the mommy bloggers in the US do wield, and the power that the UK mummy bloggers are beginning to wield.
It’ll be interesting to see if music marketers take note of this trend and start positioning traditionally male oriented artists in a more female-friendly light to take advantage of this change, or if things will stay the same in the snail-pace led life of the music industry.