Men aren’t as engaged as women in social media, and the gender gap is increasing. It’s a long-term trend, and it should influence your social media marketing.
Fewer men use social media, and they are dramatically less likely to log on everyday.
Men spend 28% less of their online time on social networks than women.
Males don’t Like brands, update their status, or comment on others’ pictures as frequently as women.
This gender difference is partially because women see social networks as a way to connect with family, friends, and co-workers, while men aren’t as interested in using them for those three activities.
Most major sites skew female. 58% of Facebook users and 59% of Twitter users are women. Google+ is dominated by men, but that may be an early adopter phenomenon that fades over time.
Pinterest is on fire, but 82% of members are women. Men using the site are trying to find each other with the hashtag #bropin.
Male-focused social networks are being launched to connect with men. Gentlemint is gaining traction. It’s currently in Beta and by invitation only.
We should think about...
Have we considered men’s social media habits in our social media strategy?
Should we experiment with male-focused social media sites?
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Sources: The Atlantic 2012; Christian Science Monitor 2012; Pew Internet 2011
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