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:f2,video research interactive