Where Japanese F2 women spent their November

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Just a quick statistic today, a look at an investigation by Video Research Interactive (VRI) into web sites visited by the F2 demographic, namely women aged between 35 and 49 years old.

Statistics gathering methodology

Taking the 200 most popular Japanese web domains in November 2012 as a base, VRI used their own particular methodology to determine the percentage of visits that came from the F2 demographic between the 1st and 30th of Novermber 2012. It is not noted whether the counts included smartphones and mobile phones along with PCs.

Note that over all 200 domains, the F2 demographic made up 15.7% of all visitors.

In lieu of a picture, here’s an ad for Belle Maison:


Statistics results

Top 15 Japanese websites ordered by F2 visitor percentages

Rank Site name Description F2 %age Total visitors (’000s)
1 bellemaison.jp Catalogue shopping 42.9% 2,890
2 bennesse.ne.jp Child-care, learning, etc 34.2% 2,760
3 nissen.co.jp Catalogue shopping 31.0% 2,470
4 cecile.co.jp Catalogue shopping 31.0% 2,300
5 cookpad.com Recipies 29.2% 5,960
6 aeon.co.jp Supermarket chain 28.7% 2,240
7 uniqlo.com Clothes 27.6% 3,080
8 7netshopping.jp 7/11 online shopping 25.7% 2,050
9 fujitv.co.jp Television channel 24.7% 2,560
10 blogmura.com Blogging site 24.5% 2,010
11 tabelog.com Restaurant reviews 24.1% 7,010
12 hotpepper.jp Free restaurant, etc coupon magazine 23.9% 4,160
13 rakuten.ne.jp Online mall 23.5% 8,680
14 yaplog.jp Blogging site 23.4% 3,150
15 rbbtoday.com News magazine 23.2% 2,190
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