Women Pass Men in Key Local Uses

Men and women are frequently targeted by local online marketers for different applications. Men are generally thought to be more interested in tech, news, cars and just surfing around. Women are thought to be less interested in aimless surfing, but are more interested in community, shopping/coupons, health services and real estate.

To me, it is still safe to generalize like this. But an updated 2005 study by The Pew Internet Project, based on 6,403 surveys with a margin of error of 2+-, suggests the differences in men and women online are becoming less pronounced.

From a local vantage point, the study contains several little surprises. For instance, user-review services such as Judy’s Book and Insider Pages are largely aimed at women. But the new Pew findings suggest that men are actually more likely to “rate a product, service or person.” 33 percent of online men say they do it; 28 percent of online women.

Online Newspapers See 11% User Growth

The transition for newspapers from print to online is incomplete, and possibly unsuccessful. But online newspapers have definitely gained momentum, with usage up 11 percent from last year, according to Nielsen/NetRatings. At the same time, the Audit Bureau of Circulation reports that print circulation dropped about 2 points.

Nielsen VP of Analytics Charles Buchwalter told The Local Onliner that one driver of newspaper sites, and other news sites, is the rise of RSS news feeds. The ability to add newspaper feeds means that people are accessing more newspapers, more often, said Buchwalter – even though RSS has “not penetrated significantly” at this point.

Beside RSS, another reason for the jump in usage is that people are accessing newspaper websites from several computers – although Nielsen tries to count them as one user, said Buchwalter. “It’s a tremendous part of it.” A third reason is that many newspapers are simply doing a better job of driving traffic – and getting credit for it. “The Washington Post is doing a very good job with their data analytics and their continuity links,” he said. More details follow.

TorStar Goes With LiveDeal for Local Auctions

For a short time, eBay experimented with a Local Trading unit, which specialized in autos, sofas and other things “too heavy to ship.” But in 2001, it closed down the unit, which didn’t fit into its plans for eBay Autos, greater transaction fees, etc. By doing so, eBay took the chance that it would be left vulnerable to competitors filling the void.

Sure enough, jump to 2005, and a flurry of companies are ready to take advantage of the increasingly clear relationship between local auctions, classifieds and transactions. One of them is Santa Clara-based LiveDeal.

Launched by a former eBay engineer in 2003, the 25-person company lists 200,000 items for sale every day, and gets about 500,000 unique viewers a month. LiveDeal’s big news this month is that it has landed $4.8 million in financing, including $3 million from TorStar, the progressive publisher of The Toronto Star and dozens of smaller community and daily papers in Ontario. Other investors in this round include Draper Richards, a VC firm, and individual Silicon Valley investors.

We had the opportunity to talk with Vice President of Development Steve Harmon about the company’s progress. Details from the conversation, and more background, continues below.

Usage Study: 22% Quit Yellow Pages for Net

Just 22 percent of American adults say they strongly agree that “the Computer” has replaced the print Yellow Pages (YP) in their lives, according to The Yellow Pages Association’s 2005 Industry Usage Report, which was conducted by Knowledge Networks among 9,208 adults.

But even some of those adults apparently sneak a look at The Yellow Pages once in a while. The research showed that 89 percent use the print YP at least once a year, 75 percent at least once a month, and 51 percent at least once a week.

While penetration remains strong, usage continues to fall. Currently, adults who use the Yellow Pages average 1.29 lookups a week, down from 1.4 lookups in 2003 and over 2 lookups in the 1990s. The decline in lookups was especially severe in major cities such as New York and Los Angeles, where residents average .6 lookups per week.