When it comes to digital engagement, many younger women are as hungry as younger men are for digital paths through their daily lives. Internet, device and media usage patterns among young women in the UK today closely mirror those of the UK’s young men. For example, one is as likely to find UK women playing casual games on mobile devices, an activity that has long been considered a predominantly male pastime.
Gaming is one area where there has been a particular surge in interest among UK women. A medium once considered the preserve of 20-something males has ported incredibly successfully to mobile, and in the process, has piqued the interest of the UK female populace. Read the rest at eMarketer.