According to a new study by Weber Shandwick, with KRC Research, the percentage of female Internet users who use social networking sites exceeds that of men, 75% to 63%. Women are also more active in their use of social sites.
The study of Digital Women Influencers further identifies segments of women who are influential in social media. The overwhelming majority of North American women are on social media. Their social connectivity is far-reaching and their potential exposure to brand messages is high.
- 86% have a social media account/profile with 2.2 accounts on average
- 81% Facebook is by far the most prevalent social media account
- Women spend an average of 12 hours per week using social media (nearly 2 hours/day)
- 19% say some of their best friends they know only through Facebook or Twitter
Social media helps women manage their time and relationships. One-quarter of women prefer to socialize online rather than in-person.
- 62% like that social media gives them control over who they talk to and when
- 24% would rather socialize through social media, such as Facebook or Twitter, than in person
Women value their social networks and social media is where they like to be. Social platforms make them available to have engaging relationships with brands. Social media is more than a channel for distributing coupons and promoting sales, and should used by marketers it to build relationships, says the report.
Women spend time doing the following:
- 33.7% watch TV on the set; listen to the radio online
- 7.0% watch TV online
- 6.8% listen to the radio on a radio or in a car
- 4.0% read the newspaper online or on an e-reader such as the Nook or Kindle
- 3.2% read the newspaper in print
For the Digital Women Influencer study (PDF)