According to a study by SheSpeaks, 86% of women now leverage the power of popular social networks, a notable surge of 48% since 2008.
Social Networks: Catalysts for Purchase Intent
Social media platforms, including Facebook, MySpace, and Twitter, play a significant role in driving purchasing decisions. The study reveals that 50% of women social media users have made purchases inspired by information found on these platforms. Furthermore, 40% have utilized coupon codes discovered on social networks.
Growth Across Age Groups, Especially Among Women Over 50
Interestingly, the most substantial increase in social media usage is seen among women aged 50 and above, with their participation soaring from 31% in 2008 to 70% in 2009. Social media usage increased across all age groups.
“Last year our members were going online primarily to research purchases, but now they are looking to social media to help them research, guide and facilitate every kind of transaction, from social exchanges to purchases,” said Aliza Freud, Founder and CEO of SheSpeaks.
Facebook Reigns, MySpace Declines, Twitter Stays Afloat
Facebook remains the top choice, with 95% of women owning an account on the platform, a 46% rise from the previous year. Contrastingly, MySpace has seen a drop in participation (63% to 42%). Despite these dynamics, nearly 40% of women surveyed maintain a presence on Twitter.
Facebook vs. Twitter: Preferences and Usage
While Facebook and Twitter co-exist in the social media landscape, 80% of women prefer Facebook. Post account creation, 25% of Twitter users discontinue their use compared to a minimal 7% of Facebook users. Daily logins are also more frequent on Facebook (72%) compared to Twitter (36%).
“Facebook serves women’s need to interact with friends and share photos, while Twitter has become a tool that is primarily used for professional networking and learning about up-to-the-minute news, promotions and deals,” explained Freud.
Online Video: A Growing Fascination
The report also underscores the growing popularity of online video, with 40% of women stating they frequently watch video and TV content online. A whopping 85% claim to watch it frequently or sometimes.
“It is important for marketers to recognize that influential female consumers are spending their time with many types of digital media, where they can be reached with advertising and marketing messaging,” commented Fiona Pietruski, CMO at SheSpeaks.
