An emerging business model that lets people study languages and other specialties online has been popular in China for about two years now. And more and more businesses involved in the so-called knowledge economy are noticing that their best customers are women.

Data showed women are more willing than men to spend money to study online. Jiang Jiani, a TOFEL and ILETS trainee, has been listening to classes offered on mobile apps for a year. She said it is a way to relax though it costs her 100 yuan a month.

“I think these classes are really helpful. I listen to classic literature on them, and since it's on my phone, I don't need to carry heavy books around. Also I listen to classes about communications and psychology, and also about human relationships…That saves a lot time and is very efficient for me,” Jiang added. 

In fact, more and more women are spending money online to improve themselves in China. According to a report by XiaoE Tech, a company that advises people how to make money by selling their knowledge online, women accounted for 62 percent of the users who paid for lessons online last year.

Meanwhile, companies are targeting this growing trend, by rolling out more classes that will interest women, including advice in careers, parenting, beauty, health, and relationships. Cui Shuxin, a published writer, is noticed that male and female readers look for quite different things on these platforms.

“Women look for many things. They want self-improvement, and they are keen to try things out. They want advice on both life and work, where should my career go, how to socialize with people at work. Not only these, but also how to I improve myself as a person. For men, their goal is simpler, usually they want to know how do I get a promotion, what career should I choose, or should I change my job?” said Cui.

China now has more than a dozen online knowledge sharing platforms. Data from iMedia Research showed that the users' growth is still on a fast track with estimates that the number will reach 292 million by the end of the year.