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BizReport : Social Marketing : July 29, 2010

Socnets pulling in more women than men

When it comes to social networks women are once more proving they are just more social. According to new research from comScore women are more active in the social space than men. Researchers found that social networks, on a global scale, reach about 75% of women compared with 69% of men.

by Kristina Knight

The full report, Women on the Web: How Women are Shaping the Internet, can be downloaded here.

"We have seen that women across the globe share some similar usage patterns online, such as strong engagement with social networking sites, but it's also important to understand gender differences on a regional, country and local level, where cultural differences are continually shaping online usage and content consumption," said Linda Boland Abraham, Chief Marketing Officer for comScore.

The study found:

• Women spend, on average, 5.5 hours per month to social networking sites
• Men spend 3.9 hours
• Women consume 57% of social pages
• Western women (North and Latin America) are most likely to engage with socnets
• Asia Pacific women are least likely (54%) to engage with social networks

Just over 94% of Latin American women and 91% of North American women are active on social networks; their males counterparts? 91% and 87% respectively. Interestingly enough, in all geographical regions women outweigh men for social network engagement with Asia Pacific men being the least engaged (50%). This even though men still outnumber women, in general, for access to the Internet.

What are some of the hottest spots for women online?

• Retail sites, including comparison shopping and apparel sites
• Health information sites
• YouTube

Tags: comScore, demographic targeting, social marketing, social networks, women

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