Gen Y & Social Media Quiz:Differences between men and women  powered by deeper knowledge of young generations             ...
OVERVIEWIn 2010 DECODE conducted a quantitative study (DECODING DIGITALFRIENDS) focusing on how young people (ages 15 – 34...
Q1. Who are more likely to be interested in using socialmedia to meet new people - men or women?                    © deco...
Q1. Who are more likely to be interested in using social media to meet new people - men or women?A1: Men                  ...
Q2. Who are more likely to indicate they use Facebookon a daily basis – men or women?                   © decode 2011   co...
Q2. Who are more likely to indicate they use Facebook on a daily basis – men or women?A2. Women                    70     ...
Q3. Who are more likely to believe they are influentialamong their online social networks – men or women?                 ...
Q3. Who are more likely to believe they are influential among their online social networks – men orwomen?A3. Men          ...
Q4. Who are more likely to tell a friend about a brand orproduct they might like – U.S. men or U.K. women?                ...
Q4. Who are more likely to tell a friend about a brand or product they might like – U.S. men or U.K.women?A4. Tied        ...
Q5. When asked how many Facebook friends one has,which category are women more likely to select thanmen: zero, 1- 49, 100 ...
Q5. When asked how many Facebook friends one has, which category are women more likely to select thanmen: zero, 1- 49, 100...
Q6. Who are more likely to click on a Facebook “like”based on the digital recommendation of a close friend –men or women? ...
Q6. Who are more likely to click on a Facebook “like” based on the digital recommendation of a closefriend – men or women?...
Q7. Who are more likely to make a purchase based onthe digital recommendation of a close friend – men orwomen?            ...
Q7. Who are more likely to make a purchase based on the digital recommendation of a close friend – menor women?A7. Men    ...
Q8. In order to act on a digital recommendation fromsomeone, who’s more likely to require regular digitalinteractions with...
Q8. In order to act on a digital recommendation from someone, who’s more likely to require regulardigital interactions wit...
Q9. Who are more likely to be interested in givingorganizations their opinion of recent experiences – menor women?        ...
Q9. Who are more likely to be interested in giving organizations their opinion of recent experiences – men or women? A9. T...
Q10. Who are more likely to be interested in socialmedia as a means of seeing what’s going on in the livesof others – men ...
Q10. Who are more likely to be interested in social media as a means of seeing what’s going on in the livesof others – men...
Thanks for playing!For more information on the study behind this quiz, or to learn about our upcoming studyof social media...
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Gen Y & Social Media Quiz

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In 2010 DECODE conducted a quantitative study (DECODING DIGITAL FRIENDS) focusing on how young people (ages 15 – 34) use social media and other digital communication technologies.

The study was conducted in Canada, the U.S., and the U.K.
The sample size was n > 1,000 for each country.
A person had to be a social media user in order to be included.

This quiz highlights a few of the interesting gender-related insights this data revealed.

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Gen Y & Social Media Quiz

  1. 1. Gen Y & Social Media Quiz:Differences between men and women powered by deeper knowledge of young generations © DECODE 2011 www.decode.net denis@decode.net 1
  2. 2. OVERVIEWIn 2010 DECODE conducted a quantitative study (DECODING DIGITALFRIENDS) focusing on how young people (ages 15 – 34) use social media andother digital communication technologies.The study was conducted in Canada, the U.S., and the U.K.The sample size was n > 1,000 for each country.A person had to be a social media user in order to be included.This quiz highlights a few of the interesting gender-related insights this datarevealed. 2
  3. 3. Q1. Who are more likely to be interested in using socialmedia to meet new people - men or women? © decode 2011 contact denis@decode.net 3
  4. 4. Q1. Who are more likely to be interested in using social media to meet new people - men or women?A1: Men U.K. U.S. Canada In each of the three countries we sampled, young men were Meet New People more likely to say they found social media valuable as a way to meet new people; conversely, young women were more likely to say theyLearn Different Points of View found it valuable for staying connected with people they knew. When it comes to learning different viewpoints, very little difference is seen Connect with People I Know between the responses from men and women. -15 -11.25 -7.5 -3.75 0 3.75 7.5 11.25 15 Men More Likely %W - %M Women More Likely decoding digital connections © decode 2011 contact denis@decode.net 4
  5. 5. Q2. Who are more likely to indicate they use Facebookon a daily basis – men or women? © decode 2011 contact denis@decode.net 5
  6. 6. Q2. Who are more likely to indicate they use Facebook on a daily basis – men or women?A2. Women 70 In each of the three countries we looked at, women were more likely than men to indicate they used Facebook 52.5 on a daily basis (the average difference in response was 10%). The biggest gender gap was in Canada, primarily 35 because only 49% of male respondents indicated daily usage (vs. 57 – 60% of male respondents in the U.S. and 17.5 U.K, respectively). The difference between women across countries was much smaller. 0 Canada U.S. U.K. Men Women decoding digital connections © decode 2011 contact denis@decode.net 6
  7. 7. Q3. Who are more likely to believe they are influentialamong their online social networks – men or women? © decode 2011 contact denis@decode.net 7
  8. 8. Q3. Who are more likely to believe they are influential among their online social networks – men orwomen?A3. Men 50 For the majority of questions we asked about social media and digital communications, 37.5 women indicated they were more likely to engage than men. But when it comes to perceived influence – how 25 influential someone feels they are in shaping the opinions of the people they communicate with digitally – 12.5 men are more likely to respond positively than women. 0 Canada U.S. U.K. Men Women decoding digital connections © decode 2011 contact denis@decode.net 8
  9. 9. Q4. Who are more likely to tell a friend about a brand orproduct they might like – U.S. men or U.K. women? © decode 2011 contact denis@decode.net 9
  10. 10. Q4. Who are more likely to tell a friend about a brand or product they might like – U.S. men or U.K.women?A4. Tied Men Women We asked respondents about what made something worth talking about with friends (ten options). When it came U.K. to information on brands or products that friends might like, two dominant trends emerged: women were more likely to see this as a good U.S. reason than men (average gender gap of 10% across the three nations), and Americans were more likely to see this as a good reason then Canada Canadians and Brits. Put the two trends together, and U.S. men end up virtually tied with U.K. women (47.4% vs. 0 15 30 45 60 48.7%). decoding digital connections © decode 2011 contact denis@decode.net 10
  11. 11. Q5. When asked how many Facebook friends one has,which category are women more likely to select thanmen: zero, 1- 49, 100 – 250, or 1,000+? © decode 2011 contact denis@decode.net 11
  12. 12. Q5. When asked how many Facebook friends one has, which category are women more likely to select thanmen: zero, 1- 49, 100 – 250, or 1,000+?A5. 150-25040% When asked how many Facebook friends one has, the biggest gender difference30% that emerged was that women were more likely to indicate 100 – 250; men were more likely to indicate zero,20% 1-49, and 1,000 +. The chart above merges the data from all three countries together, but the story remains quite10% consistent when looking at each country in isolation.0% 0 1-49 50-99 100-250 251-999 1000+ Men Women decoding digital connections © decode 2011 contact denis@decode.net 12
  13. 13. Q6. Who are more likely to click on a Facebook “like”based on the digital recommendation of a close friend –men or women? © decode 2011 contact denis@decode.net 13
  14. 14. Q6. Who are more likely to click on a Facebook “like” based on the digital recommendation of a closefriend – men or women?a6. Women Men Women U.K. In each of the countries we surveyed, women were more likely than men to report they click on a “thumbs up” or U.S. “like” based on recommendations of close friends. The average gender gap was 18%, with the biggest disparity existing in Canada (59% vs. 38%). Canada 0 15 30 45 60 decoding digital connections © decode 2011 contact denis@decode.net 14
  15. 15. Q7. Who are more likely to make a purchase based onthe digital recommendation of a close friend – men orwomen? © decode 2011 contact denis@decode.net 15
  16. 16. Q7. Who are more likely to make a purchase based on the digital recommendation of a close friend – menor women?A7. Men Men Women In each of the countries we surveyed, men were more likely than women to report buying things based on U.K. digital recommendations they received from close friends. The average gender gap was 9%, with the biggest disparity existing in the U.K. (12%). U.S. This is an interesting contrast with the previous question, which revealed that women were significantly more likely than men to click on a “like” Canada button because of a digital recommendation from a close friend. Also notice the big difference between 0 12.5 25 37.5 50 Canada and the U.S. decoding digital connections © decode 2011 contact denis@decode.net 16
  17. 17. Q8. In order to act on a digital recommendation fromsomeone, who’s more likely to require regular digitalinteractions with them – men or women? © decode 2011 contact denis@decode.net 17
  18. 18. Q8. In order to act on a digital recommendation from someone, who’s more likely to require regulardigital interactions with them – men or women?A8. Men We asked our respondents a U.K. series of questions about what qualities someone must have before you actually do something based on recommendations you receive from them (through U.S. digital sources). In each of the three countries, women were more likely than men to require a close, in-person relationship; in two of the Canada three (U.K. and Canada), men were more likely than Regular digital interaction women to require regular In-person relationship digital interactions. -8% -6% -4% -2% 0% 2% 4% 6% Men more likely %W - %M Women more likely decoding digital connections © decode 2011 contact denis@decode.net 18
  19. 19. Q9. Who are more likely to be interested in givingorganizations their opinion of recent experiences – menor women? © decode 2011 contact denis@decode.net 19
  20. 20. Q9. Who are more likely to be interested in giving organizations their opinion of recent experiences – men or women? A9. Tied Comment on Experience Enter Contest 50% 60% Across the three countries, men and women are almost exactly alike in indicating37.5% 45% that they like sending organizations their opinions on the experiences they’ve 25% 30% had with them (with slight differences emerging across countries). However, women12.5% 15% are much more likely than men to indicate they like submitting ballots to enter 0% 0% contests – particularly in Canada U.S. U.K. Canada U.S. U.K. Canada. Men Women Men Women decoding digital connections © decode 2011 contact denis@decode.net 20
  21. 21. Q10. Who are more likely to be interested in socialmedia as a means of seeing what’s going on in the livesof others – men or women? © decode 2011 contact denis@decode.net 21
  22. 22. Q10. Who are more likely to be interested in social media as a means of seeing what’s going on in the livesof others – men or women?A10. Women U.K. When it comes to what drives interest and usage of social media, a variety of differences emerge between men and women. One of the more interesting is that men U.S. are more likely to indicate that liking the idea of influencing others drives them to use it, while women are more likely to indicate Canada they like feeling they can see what’s going on in other Influence people people’s lives. See what others are doing -11.25% -7.5% -3.75% 0% 3.75% 7.5% 11.25% 15% Men more likely %W - %M Women more likely decoding digital connections © decode 2011 contact denis@decode.net 22
  23. 23. Thanks for playing!For more information on the study behind this quiz, or to learn about our upcoming studyof social media interactions, brands and young generations (DECODING DIGITALCONNECTIONS), please contact: Denis Hancock (denis@decode.net). powered by deeper knowledge of young generations © DECODE 2011 www.decode.net denis@decode.net 23

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