A new study from Porter Novelli has shone light on how men and women use social networks differently. EuroPNStyles, the PR firm’s annual report, is conducted among more than 10,000 European consumers in the UK, France, Germany, Spain, Portugal, Belgium and the Netherlands. Here are some of the highlights from this year’s study:
- Women are more socially active than men: 65% of women access social media at least once a week, compared with just 51% of men
- Women are more likely to connect with people they know: 93% of women using social media do so to read posts and view pictures from friends or to comment on their friends’ profiles. For men the numbers dropped to 89% and 84% respectively.
- UK women lead the rest of Europe in following brands to access deals and offers – this is the motivation for around 64% of women in social media, compared to a European average of just 52%, and 56% among UK men.
- Men are more likely to use social networks to display status and opinions. In the UK, 45% of men use social media to check into places compared with just 33% of women. Men are also happier to broadcast what they’re saying to the world: 35% of socially-savvy men are Twitter users compared to 27% of women.
- Men are also more active in the blogosphere: 54% of digitally-active men say they seek out other people’s blogs to read, compared with 46% of women. Men are more active bloggers than women too (34% vs 24%).
For businesses managing a social media portfolio or planning a social media campaign these findings highlight the need to think carefully about which social networks are most appropriate for your target audience.
The payoff for brands that tailor a piece of content or offer according to audience habits is an increased likelihood of generating responses and prompting action. Formulaic campaigns that fail to account for how consumers use social networks are less likely to deliver results.
Social media might trail other marketing disciplines when it comes to behavioral insights, but as we begin to learn more about how consumers are using social networks it’s clear that any brand that isn’t making use of new data isn’t making the most of social media.