Men and women differ in their use of social media according to a study of over 10,000 European consumers. Some key trends identified include: 1) Women are more socially active than men and access social media more frequently. 2) Women are more likely to connect with people they know through social networks. 3) UK women are most likely to follow brands for deals and discounts. 4) Men are more likely to display status or opinions through activities like checking in to locations. The research suggests women use social media more for social interaction and relationships while men use it more to display information and opinions.

1. MEN ARE FROM
FOURSQUARE, WOMEN
ARE FROM FACEBOOK
HOW MEN AND WOMEN DIFFER IN THEIR USE OF SOCIAL
MEDIA, AND WHAT THEY WANT FROM BRANDS ONLINE
14TH FEBRUARY 2012
NAME OF PRESENTATION, MONTH DAY, YEAR

2. This presentation has a tongue-in-
cheek title but it‟s about something
important: relationships
The relationships between
men, women, and social media
And the relationships we have with
brands in social media

3. While both men and women are
highly active in social
networks, we‟ve identified 5 trends
that show different online behaviours
reflecting offline preferences
Understanding these can help shape
successful digital strategy and
delivery

4. We have also looked at what
motivates people to interact with
brands online
Our resulting social consumer
typologies help brands better
understand what their audiences
want from social media relationships

5. Our data
Annual study of more than 10,000
European consumers
Conducted across the
UK, France, Germany, Spain, Por
tugal, Belgium and the
Netherlands
Reflects our agency‟s belief that
research uncovers insights which
can trigger behavioural change

6. TREND 1: WOMEN ARE MORE SOCIALLY
ACTIVE THAN MEN

7. Social media is mainstream in Europe
UK
59% Nether-
lands Germany
56% 52%
France
51% Belgium
65%
Portugal
Spain 83%
74%
Response: I access social media at least once a week
Response: I access social media at least once a week

8. Women are more active in social media than
men
Not active
35% Active in
Not active
social
49%
Active in media
social 51%
media
65%
Response: I access social media at least once a week;
Total UK sample = 1,700

9. The same is true across Europe
Not
Not
active, 35
active, 45
% Active in Active in
%
social social
media, 65 media, 55
% %
Response: I access social media at least once a week

10. Women access social media more
frequently too
At least
daily 33%
Less than
once a At least
daily 50% Less than
day 50%
once a
day 67%
Response: I access social media once or more daily

11. We see the same trend Europe-wide
Less than At least
once a At least Less than
daily 38%
day 52% daily 48% once a
day 62%
Response: I access social media once or more daily

12. TREND 2: WOMEN ARE MORE LIKELY TO
CONNECT WITH PEOPLE THEY KNOW

13. Women strengthen existing friendship bonds through
social networks
The main reason why women are
socially active is to read posts and view
pictures from friends
93% of female social media users in the
UK do this regularly
Response: Reasons to go onto social media

14. Why do women go onto social media?
Read posts, view
93% 89% 94% 91%
pictures by friends
Post comments,
pictures to friends‟ 93% 84% 88% 81%
page
Post comments,
pictures, on own 83% 77% 79% 73%
page
Play online games 56% 54% 65% 62%
Response: Reasons to go onto social media

15. TREND 3: UK WOMEN ARE MOST LIKELY
TO FRIEND OR FOLLOW BRANDS FOR
DEALS

16. Why do people follow brands in social media?
Discounts or 64% – highest
vouchers 56% 57% 52%
in Europe
Enter
competitions
51% 53% 55% 51%
Because I like
the brand
49% 56% 47% 50%
Get the latest
product news
49% 46% 52% 54%
Question: Why do you follow brands in social media?

17. TREND 4: MEN ARE MORE LIKELY TO
DISPLAY STATUS OR OPINIONS

18. Men are more likely to say where they are
Among UK social media
users, 45% of men check in
to locations compared to just
33% of women
Response: Reasons to go onto social media

19. Men are more likely to say what they‟re doing
Among UK social media
users 35% of men are
Twitter users
But among women the
proportion falls to just
27%
Response: Reasons to go onto social media

20. Men lead on blogging and adding comments to blogs
Write your own
blog
34% 24% 32% 24%
Read blogs by
people you don‟t 54% 46% 57% 52%
know
Post comments
on a blog
53% 50% 55% 51%
Response: Reasons to go onto social media

21. Our research supports other
interesting findings...

22. According to Forrester...
“Forrester’s Social Technographics® data reveals that women have
different online social behaviour than men. They like to participate
in communities, share information, and engage in conversation.
“In contrast, communication among men online is more linear or
competitive.
“Men are more likely than women to be Collectors, Creators, and
Critics; they watch videos, create content, and are more dominant in
posting opinions in online forums. For example, only 15% of
Wikipedia content is female-generated.”
Source: Engage Women With Personal And Relevant Social Interactions by Tracy
Stokes, Forrester, July 2011

23. The Wall Street Journal studied a week of
Foursquare checkins...
• Among 100 categories, women
were most likely to check into
cosmetic shops and doctor’s
offices, educational venues
and shops
• Gay bars and tech start-ups
had the highest proportion of
men; they also dominated
travel and airports
• “Foursquare isn’t just about Source: all checkins on Foursquare between
where you go, it’s about where Jan 21 and Jan 28 2011; data provided by
Foursquare
you tell people you’re going.”
“A week in Foursquare” by Albert Sun, Jennifer
Valentino-DeVries and Zach Seward, published
in the WSJ May 19 2011

24. Men use social channels less for friends, family
and colleagues...
68% of women and 54% of men use social media to stay
in touch with their friends.
60% of women and 42% of men use social media to stay
in touch with their family.
34% of women and 22% of men use social media to stay
in touch with their coworkers.
Source: Rebtel survey of 2,361 US adults, May 2011

25. Women connect more and for longer
Worldwide, women spend “Sheryl Sandberg, COO of
longer on social networking Facebook, has talked about
sites – 16% of their time how women are not only the
online, compared with 11% for majority of its users, but drive
Men 1 62% of activity in terms of
messages, updates and
comments, and 71% of the daily
fan activity.
“Women have 8% more
Facebook friends on average
than men, and spend more time
on the site.” 2
1: Women on the Web, Comscore June 2010;
2: Aileen Lee, Kleiner Perkins Caufield and Byers quoted in TechCrunch, March 2011

26. What does this mean for brands?
“Women have the potential to drive a brand’s reputation online because,
compared with men, they are more connected with each other and like to
talk about brands and products, especially in social media.
“But marketers, particularly in more male-oriented categories like finance,
are not making a digital connection with women. (Women can tell the
difference; 71% of women in the UK think that marketers don’t know how
to talk to them, unless it is about beauty or cleaning products.)
“To achieve the next level of digital success, marketers must understand
their female consumers’ life stage and then use social media to engage
with them around passion points that
mesh with the brand offering.”
Source: Engage Women With Personal And Relevant Social Interactions by Tracy Stokes, Forrester,
July 2011

27. TREND 5: SOCIAL CONSUMERS WANT A
RANGE OF RELATIONSHIPS WITH
BRANDS
27

28. Getting closer to the consumer
• We wanted deeper insights into the relationship between brands and people
• So we developed new consumer segmentation based on a range of social media behaviour
and brand interaction
BRAND ENGAGEMENT SOCIAL MEDIA USE
Engaged = always, usually or sometimes do at least Active = do at least one of the following
one of the following
- Post comments/pics on own page
- Become „friends‟ or „like‟ brands or
- Post comments to friends‟ pages
products
- Post comments on blog
- Read blogs or tweets sent out by brands
or products - Write blog
- Share content on official page of brand - Share content on official page of brand
or product or product
- Purchase a product from a company‟s - „Check-in‟ to a location
social media site - Tweet
- Follow brands - Upload photos or videos

29. Social consumers in Europe: our segmentation
Active
Loyalists Cheerleaders
Non-engaged
Engaged
Men: 16% Women: 20% 20-45 yrs old Men: 23% Women: 25% 20-40 yrs old
Outsiders Opportunists
Men: 22% Women: 17% 60+ yrs old Men: 39% Women: 38% 45-60 yrs old
Passive

30. Social consumers‟ online habits
Cheerleaders Loyalists Opportunists
Going online
(personal) 211 213 198 177 177 157
Going online
(mobile) 68 64 28 31 28 22
Social
networking 91 99 79 79 51 48
Online
videos 48 39 26 20 28 14
Multiple
activities 130 153 124 122 95 101
at once
30
Question: How many minutes a day do you spend doing the following? (European data)

31. Cheerleaders are at the cutting edge of social
behaviour
Always on:
– 61% of women cheerleaders use social media
several times daily, vs 53% of men
Expect brands to be socially active:
– 2x more likely to see companies sharing info
via social media as more trustworthy, men
more so than women (33% vs 21%)
– Actively follow brands for deals and offers
especially women (61% vs 47%)

32. Cheerleaders are networked and influential across
the sexes
Majorly mobile
– This group is most likely to check
reviews or prices while shopping using
their mobile phone (53%)
– 42% of male Cheerleaders use mobile
apps at least daily (vs 33% of female)
– Most likely to make purchases using
their mobile phone (35% men, 20%
women)
Influencers:
– Three quarters tell at least three friends
about products they like (78%
women, 71% men)

33. Loyalists are most likely to be long-term brand
advocates
True brand fans: Socially savvy:
– The most likely to stay – 62% of female Loyalists
committed to a brand and 51% of males access
they like once they have social media several
found it (75% men, 82% times a day
women)
– 71% of Loyalists write
– 46% will pay more for positive online reviews for
products from brands products they like
they trust
– 95% of Loyalists
recommend brands or
services to other people –
on a par with
Cheerleaders (96%)

34. Loyalists care most about brand values
Caring companies: Ethical business:
– This group is the most – Female loyalists have the highest
likely to want to see companies expectations that
treating their employees well the brands they support
(82%) will avoid animal testing
(73% vs 59%) and take
steps to reduce packaging
(73% vs 67%)
– Male loyalists want brands
to pay a fair share of tax (73%
vs 69%)

35. Opportunists want to know: “What‟s in it for me”?
Active in social media:
– two thirds access social networks at least daily
(63%)
Follow brands for self-interest:
– main reasons are for vouchers and discounts
(53%), and to enter competitions (41%)
– Among women, interest in vouchers rises to 55%
and competitions to 56%
Interested in value not values:
– only 20% of Opportunists would pay 20% more for
environmentally-friendly products
– Price sensitive: 62% compare costs from at least
two sources before a major purchase

36. Engagement opportunities for brands
Cheerleaders: Loyalists: Opportunists:
• Reflect their always-on • Reward their loyalty with • Think tactically about how to
behaviour with responsive additional privileges so they provide them with promotions
interactions on social networks become more active such as vouchers or discounts
advocates (but without alienating the rest of
• Find ways to surprise them that your audience)
they will share with their friends • Recognise and thank them for
their input such as a positive • Weigh up the return on
• Build on their appetite for investment of gaining their
product review
corporate insights delivered in attention briefly versus building
social channels • Involve them: Ask what they deeper relationships with your
think and show their opinion more loyal customers
matters

37. In summary...
It is not enough to know how to “do digital” for
its own sake
We still need to understand people and what
influences them whatever the medium
In this new era of marketing, brands will achieve
most success if they combine social media
savvy with human insights

38. To discuss what out findings mean for your brand
please contact:
Helen Nowicka
UK Head of digital, EMEA social media strategist
020 7853 2218
helen.nowicka@porternovelli.co.uk
@Helennow
Melissa Taylor
Director of planning, EMEA
020 7853 2222
melissa.taylor@porternovelli.co.uk
@Groovymomma

39. Thank you!