Pew Research: Women Lead Men in Social Media Usage, Except on LinkedIn


ADOTAS – Marketers already know that women dominate usage of social media platforms like Pinterest but according to a new study published by Pew, women in fact dominate virtually every other social network channel except for LinkedIn.

Today, 73 percent of adults online are now using a social networking platform to communicate with others, whether it be Facebook, Twitter, LinkedIn, Instagram or Vine. Diversification is taking hold and now some 42 percent of online adults are using multiple social networking sites in order to share interests and discover new content.

As Adweek first reported, Pew revealed that 76 percent of online females in the United States use Facebook, compared to 66 percent for online males, with similar women/men percentage splits exist for Twitter (18 percent/17 percent), Instagram (20/17) and Pinterest (33/8). Yes you see that correctly, one-third of women now use Pinterest to share visually appealing photographs and curate their boards for others to see.

The professional social networking site LinkedIn was the only outlier, with 24 percent of online men using the site, compared to only 19 percent of women.

User engagement across the different sites also differ dramatically, for example 63 percent of people using Facebook log into the site at lease once per day with 40 percent revisiting the social network multiple times in the same day. For Twitter, 46 percent of users visit the site daily with 29 percent coming multiple times per day.

The demographic mix is also something to take into consideration for advertisers looking to build campaigns on the respective platforms. While Facebook is quite popular across all age groups, Pinterest is indeed dominated by the upwardly mobile female demographic while LinkedIn is mostly frequented by recent college graduates and Internet users with higher incomes. Twitter and Instagram are popular among younger adults who live in cities.

The results in this report are based on data from telephone interviews conducted by Princeton Survey Research Associates International from August 7 to September 16, 2013, among a sample of 1,801 adults, age 18 and older.  For results based on the total sample, one can say with 95% confidence that the error attributable to sampling is plus or minus 2.6 percentage points.  For results based on Internet users (n=1,445), the margin of sampling error is plus or minus 2.9 percentage points.



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