Why Women are the Real Power Behind Social Media [INFOGRAPHIC]
Jun 17, 2014, by SMSS
When studying the force behind a lot of social media, researchers have found women -- a lot of women. Finances Online has pulled together a grouping of research from sources like Pew Research Center and Burst Media to show just how influential and important women are in social media. After digging and discovering pattern, Finances Online pulled together this infographic below to show just how women are the real power behind social media.
To start off, women outnumber men on every major social media platform -- except for LinkedIn -- by a considerable margin. Those numbers alone should convince marketers to integrate women into their thought patterns when building social media campaigns. Not only are there more women using the social networks as a whole, those women are using the platforms more often -- 30 percent of women post to social media multiple times per day versus 26 percent of men.
For brand marketers, it's important to note that women are more likely to interact with brands on social media as well. According to Women's Marketing Inc, 65 percent of women use social media to learn more about brands. That should make marketer's ears perk up. Not only are these women using social media to learn about brands, but 85 percent of brand purchases are made by women.
Marketers looking to target women can reach them on any social channel, but the image-centric platforms -- Pinterest, Instagram, Tumblr -- are more heavily dominated by females than the other platforms. Pinterest for example has a 25 percent difference in the number of women that access the site versus men. Together Pinterest, Instagram, and Tumblr have grown by 10 million users in the past year, making them the fastest growing social networks. An Adobe report claims that every site visit from Pinterest is worth 55 cents -- that's ahead of Twitter at 44 cents and only trails Facebook at 93 cents.
All these statistics combined do more than create a fascinating infographic. The facts paint a bigger picture of how marketers should be approaching campaigns. The force behind social media really is women and brands would be wise to recognize that.