why women rule the internet

The logic of the article isn't airtight, but the statistics are compelling: women are creating more economic value on many top social sites than men. 

What's not clear is the extent to which women's presence on these sites is a result of male presence on the sites. It's also not clear what specific behaviors and motivations are precursors to transactions. Is this an example of a lot of women individually using the sites to enable transactions? Or are they exploring their buying options, tastes, self-image, collective image, etc., first, as a prelude to making a buying decision? Are they doing all this by interacting with other people? Men? Women? Both? Why? 

Given that computers and the Internet started off being dominated by males, what does this observation tell us about megatrends in the market? Business imperatives? Analytical tools yet to be developed?