the present study deals with a more detailed, and updated, modified
model that allows for the identification of internet usage patterns by
gender. The model was modified due to the development of the internet
and new access models, on the one hand, and to the fact that previous
studies mainly focuses on various individual (non-interactive)
influences of certain factors, on the other.
The Decision Tree (DT) method, which is used in our study, does not
require a pre-defined underlying relationship. In addition, the method
allows a great many explanatory variables to be processed and the most
important variables are easy to identify.
Obtained results can serve as to web developers and designers, since by
indicating the differences between male and female internet users in
terms of their behaviour on the internet it can help in deciding when,
where and how to address and appeal to which section of the user base.
It is especially important to know their online preferences in order to
enable the adequate and targeted placement of information, actions or
products and services for the intended target groups.