According to a recent study by ComScore Inc., social networking sites reach a higher percentage of women than men globally, with 75.8% of all women online visiting a social networking site in May 2010, versus 69.7% of men. The study showed that women demonstrate higher levels of engagement with social networking sites than men. Although women account for less than 50 percent of total unique visitors to the social networking category, they consume 57 percent of pages and account for nearly 60 percent of total minutes spent on these sites.
Women spend significantly more time on social networking sites than men, with women averaging five-and-a-half hours per month compared to men’s four hours, demonstrating the strong engagement that women across the globe share with social sites.
The report said social networking’s reach among women is highest in Latin America, where it reached 94.1 percent of females online, and in North America where it reached 91 percent of females. Also significant: globally, women spend 20 percent more time on retail sites overall than men. Among the various retail and retail sub-categories, comparison shopping and apparel sites reached the highest percentage of women at 24.8 percent and 18.7 percent, respectively, in May 2010, according to the report. Perhaps not surprising, in the United States, women are more avid online buyers than men, with 12.5 percent of female internet users making an online purchase in February 2010, compared with 9.3 percent of men.
The bottom line if you are an online marketer? Make certain that social network sites are amply represented in your strategy, especially if you are trying to reach women. Go social!!!