Is social media dominated by women?

A new study from comScore reveals that a higher percentage of women spend their time on social networking sites than men. Globally, women demonstrate higher engagement levels with social networking sites than men. Furthermore, comScore reported that although women encompass only 48% of total unique visitors to the social networking category, they go through 57% of pages and make up for nearly 57% of total minutes spent on these sites. This shows that women spend considerably more time on social networking sites than men, on an average they spend about 5.5 hours per month on social sites when compared to 4 hours that men spend on these sites — this reveals the strong engagement women exhibit with social sites. According to comScore women show a higher level of activity in social categories such as social networking, instant messenger, and e-mail.


Ruby Media Corporation created an infographic according to which women outpace men on five of the six top social networks in a digital marketing agency. When statistics are compared to see the gender difference in usage, you’ll find that 10% more women use Facebook, 8% more women used Tumblr and a substantial 25% more women use Pinterest than men. While on Instagram and Twitter, the margins are a lot closer with five percent and one percent more women users, respectively. LinkedIn is the only network where men appeared to be the majority with a difference of only five percent. But future predicts that it seem less likely that LinkedIn will remain a man’s playing field for long with the women users building up.


Women have the upper hand when it comes to brand interaction, they show 10 percent more support, make use of offers 17 percent more, and even post comments 3 percent more than men do on social media. Women use the internet for everything from staying in touch with people, finding recipes to online shopping. Even in the sector of news consumptions, women rule. Here’s the numbers to prove it; 58 percent of women get their news on Facebook while 52 percent of them use G+ for news. While on the other hand, men who get their news from the same respective sources are a mere 42 and 48 percent.


A great deal of value growth is driven by women’s voracious use of social media, especially visual sites like Tumblr, Pinterest and Instagram. Pinterest’s estimated worth is $7.7 billion and it is partly because of the usage by the millions of women. Instagram and Tumblr’s values of $5 billion and $1.1 billion may also have been driven by their greater number of female users.


This kind of behaviour points out that women spend an average of 16.3% of their time online per month on social networks, and this percentage continues to rise every month. Men on the other hand spend just 11.7% of their time on the same activities. Marketers, while searching for perfect demographic coverage, often try segmenting audiences for maximum efficiency. But when they define it too narrowly, it could lead to them missing their most devoted, engaged and active users which are women.


Now we’ve understood that women are driving social media growth, but do you know why? If not, read on ahead to find the 6 reasons why women are driving social media growth. This might come as a surprise and for others it will meet long unmet expectations; however anyone involved with marketing should be aware of these very interesting facts and make necessary changes to their campaign before long.


Social Media and Women

The moment of truth is here; we’ve seen the numbers reviewed the research and analyzed the data and the results say: for the past few years’ women have been driving social media growth and will be doing so for quite a while in the foreseeable future. As for the why, here’s the answer:

  • Activity on social sites – Panoptically, women are being more social than men across all sites with LinkedIn being the lone exception to this trend, where male users hold a 5% edge over women. A site like Pinterest, as expected is being used by 33% of all women online as compared to simply 8% of all men online. And surprisingly Twitter, Instagram, Tumblr and Facebook show that women are more dominant only by 1%, 5%, 8% and by 10% respectively.
  • Women use these sites more actively on a daily basis – Another interesting statistic shows that 30% of women visit these sites several times every day as compared to only 26% of men, out of all the adults online in the U.S. While the numbers are close, This points out that women are more likely to have a higher level of engagement on topics  because they’re prone to check back on feeds. Women seem to be more active in general other than the daily activity; such as they play over twice as many games on Facebook as men, they have 55% more posts on their Facebook walls than men and they shop often from the ads and brands on Facebook more than men.
  • Their interaction level with brands is higher – Let’s delve more into the previous point, statistically we can actually see their level of engagement at the brand level. But when it comes to commenting, it drops quite a bit as women in the U.S. are only 3% more likely to comment on something than men. But they outshine men in showing support to a brand as they are 10% more likely to support a brand than men and 17% more likely to access offers! Women make up for 53% of the followers for the top 50 brands on Instagram, meaning that at the social level targeting women with special offers more often will make a good marketing campaign as they are more likely to buy.
  • Domination over visual sites – While the idea itself isn’t the actual numbers themselves are pretty astonishing. Visual sites like Tumblr, Pinterest and Instagram have more women users than men. As we’ve seen before, they clearly dominate Pinterest and in Tumblr women have a healthy lead of 10% over men. While the numbers might be as unanticipated, you definitely wouldn’t have anticipated that in the past year these three sites have gained a hefty 10 million+ new users making them the fastest growing social media segment! As someone in marketing, what you need to understand from that information is you need to make marketing plans aimed at women and launch them these sites which are prime locations to run your campaign.
  • Men are more active on desktops – Meaning, to access social media, women are using mobile devices. Though the percentage of women using smartphones are fairly even being only a few points ahead of men, you’ll find it surprising that 12% more women access social media through tablets than men do. This is an important statistic for businesses using targeted marketing.
  • Women rely on social media for news – These days the two most popular feeds people use for news are Facebook and Google+. Statistics show that 42% of all adult men online get their news from these sites as compared to 58% women online who rely on these two sites to read the news.


Still, don’t trust this? Check out these findings below:

A study conducted by Intel shows that 33% of women in Latin America use Facebook to be in touch with friends and that 8 out of 10 prefer to use social networks to connect with others better, via chats.  Mostly, men are inclined towards gathering information, watching videos and creating content, and prefer to use Twitter to give their opinion on different issues.


You can also make distinctions between the two genders as to the content generated by different brands on social networks. Men only follow a brand because they like them or because they identify with the brand but unlike women they do not engage in a relationship with the company that they are following, while women are likely to know the news, sales and discounts, give feedback on products or services; they will make sure their opinion is heard and participate in sweepstakes etc. They will engage with the brands that they follow and stay loyal to them.


According to Soraya Fragueiro, the Social Media Strategist for ConnectAmericas, the increasing active participation of women and teens on social media is in part due to an emotional component that comes out in each action carried out by them on social networks, including purchases. She also states that this is the reason that many brands and institutions have altered their strategies to directly target women with messages containing sensitive pictures, warm colours, direct but kind lingo, and videos with catchy yet sophisticated music on their walls to engage them and turn them into prospective customers.


Today, women are the pampered children that the market is focused. They hold power to decide, or at least influence anything, for instance, cars, technology, tourism, beauty, medicine, household and children’s items and brands are increasingly trying to turn this in their favour by seeking to attract them and keep them loyal. Social networks constitute a powerful communication channel in this regard where marketers are creating a community involving women to advertise their products and broadcast their messages to reach current and prospective customers.


These 6 reasons show us why and how women are driving social media growth. For the savvy marketer, these numbers though surprising can be an eye-opener and useful in altering their marketing campaigns to target women as prospective customers; make use of this great opportunity, create a targeted marketing campaign aimed at the female demographic and position it well to get great results!


Experts and studies on female leadership on the Internet predict that the old stereotypes and demographic categories can be torn down by with women at the helm in social networks, specifically in social apps which will lead to a great impact on media, advertisement, and entertainment; changing the way it is operated now.