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

RankSite nameDescriptionF2 %ageTotal visitors (‘000s)
1bellemaison.jpCatalogue shopping42.9%2,890
2bennesse.ne.jpChild-care, learning, etc34.2%2,760
3nissen.co.jpCatalogue shopping31.0%2,470
4cecile.co.jpCatalogue shopping31.0%2,300
5cookpad.comRecipies29.2%5,960
6aeon.co.jpSupermarket chain28.7%2,240
7uniqlo.comClothes27.6%3,080
87netshopping.jp7/11 online shopping25.7%2,050
9fujitv.co.jpTelevision channel24.7%2,560
10blogmura.comBlogging site24.5%2,010
11tabelog.comRestaurant reviews24.1%7,010
12hotpepper.jpFree restaurant, etc coupon magazine23.9%4,160
13rakuten.ne.jpOnline mall23.5%8,680
14yaplog.jpBlogging site23.4%3,150
15rbbtoday.comNews magazine23.2%2,190
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