According to the U.S. Department of Labor, women make approximately 80 percent of the health care decisions for their families today.
Where women spend their time while on the Internet, and how they are influenced by social media platforms—Facebook, Twitter and LinkedIn specifically – is
important information for marketers.
Recent statistics demonstrate that females are surpassing the opposite sex when it comes to using the Internet and various social media platforms. Females
consistently make up the bulk of social media users across most platforms, with an exception of LinkedIn. More women use and engage through Facebook, and
users tweet and engage predominantly with females, according to a recent
Forbes article. Women also tweet more frequently and make up the majority of users. When it comes to LinkedIn; however, men are the most active users (63 percent) and
they view it as the best networking-for-business tool.
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Another article that grabbed our attention was found on a website called
ClickZ, outlining Twitter facts important to businesses. Among these statistics: women are the predominant Twitter users, they also tweet more frequently, and
this higher female Twitter usage is consistent across age groups. It makes sense, then, that Twitter conversations have become predominantly focused on
family. The author is quick to point out that this is a marketing opportunity for B2C marketers looking to engage their female audience.
Other statistics and metrics about women in social media include:
• In the U.S., there are fairly significant differences in how men and women use Twitter.
For example, 16 percent of women use Twitter to find sales, deals and special promotions, compared to 12 percent of men. (
• The “Women on the Web: How Women are Shaping the Internet”
study from comScore concludes that women are the digital mainstream, a group of savvy Internet explorers who are more engaged than their male counterparts,
and are the primary drivers of online and group buying. ( Mashable)
• When it comes to Facebook in particular, the younger crowd uses the site more than 350 minutes per month, on average.
That data is consistent with an Oxygen Media study showing that more than a third of young women check Facebook first thing in the morning. ( Mashable)
• Women are not only the majority of Facebook users, but drive 62 percent of activity in terms of messages, updates and comments, and 71 percent of the
daily fan activity.
Women have 8 percent more Facebook friends on average than men, and spend more time on the site. ( TechCrunch)
• Habits are changing due to social media technology, particularly Facebook.
It’s not just a connection tool for many women, but a research tool, a dating network, and a way to keep tabs on both boyfriends and enemies. ( Mashable)
This blog originally appeared at Scott Public Relations.