CYBER FEMINISM

by Rachel Howe

The Japanese Internet user population is undergoing rapid changes in terms of who is using the Internet, what they use the Internet for, and how they shop online. Indeed, those firms seeking to exploit opportunities in the Japanese online marketplace who focus solely on the growth of the market, will miss the enormous business opportunities that are inherent in changes in the underlying structure of the Japanese Internet user population.

The community building draw of the Internet is strong among Japanese women. Women are increasingly using the Internet to network, both professionally and personally. Ad firms are monitoring the women Internet-workers as the future trendsetters on the Japanese Internet. DSA Group (DSAA) noted in that one of the strongest trends in Japanese Internet demographics was the "feminization" of the Japanese Internet.

• DSAA's 1998-end estimate is that women comprised some 21 percent of the total Japanese Internet population and by mid-1999 may approach as much as half of all new Internet users.

• The recently-released Ministry of Trade and Industry of Japan (MITI) survey estimates that Japan is one year behind the U.S. in the gender gap and that women Internet users may approach half of the Japanese Internet population by the year 2003.

• In the first quarter of 1999, this trend continues as ISP's are reporting new membership rates of between 30 and 40 percent among women.

Womenasia.com