Here is an interested study, 2009 Women and Social Media Study by BlogHer, iVillage and Compass Partners, that was reported in the Small Business Trends post, 42 Million U.S. Women Use Social Media: Blogs Most Influential. The study found 42 million women in the United States (53% of US adult women who are Web users) are participating in social media at least weekly. As they spend more time with social media, “women are spending less time with traditional media: 39% less on newspapers, 36% less time reading magazines, and 30% less time watching TV.” Here are the main findings:

“More women use social networks like Facebook and MySpace than anything else, with blogs their second choice. Forums and discussion boards come next, with Twitter bringing up the rear.” The study was done in March 2009 so it is recent but Twitter continues to rise in number of users. I think it will get out of last place soon.

However blogs are more influential for purchasing decisions than other social media. In addition, “those who blog are more likely to be tech savvy, on the leading edge of trends, and invest time searching for new products online. Those who participate in social networking sites like Facebook are motivated to spend time there more as a matter of staying in touch with family and friends.” This makes sense and is not a surprise. I also think the same would hold for men.

“Women Look to Blogs for Business, Politics, Cars and Technology… Women are more likely to go to social networks for beauty, entertainment and dating advice. But for the majority of other categories they look to blogs.” Again, I think the same would hold for men.

Thanks to BlogHer for this comprehensive study. These findings are consistent with the research across gender such as the Jupiter Research study I covered in Business Blogs Trump Social Networking Sites as New Business Drivers. Businesses are also recognizing this as Forrester Says Firms to Increase Marketing Investment in Blogs. Here is another supporting report: Blogs Still Matter for Social Media Marketing in 2009.


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