SoMo War of the Sexes: How Women and Men Use Mobile, Social MediaApril 16, 2014 By Thorin McGee
"The biggest disruptive convergence today is fueled differently by both sexes." So begins the infographic released by Ruby Media and FinancesOnline.com "Miles Apart: How Women and Men Use Social Media on Mobile." The graphic pulls together data from Nielsen, Pew, ExactTarget and Simmons Connect to expose a multifaceted picture of what your target markets do differently on Mars and Venus.
Not surprisingly, the graphic finds that men and women use social networks for different reasons. Citing research from Nielsen and Pew, it shows that, on sites where men outnumber women, more men use those sites for business and dating than women do. On sites where women outnumber men, more women use the sites to stay in touch with family and friends, blogging and photo sharing, entertainment and how-to information.
On Facebook, for example, women are more likely to go on to see photos and videos, share with many people, be entertained, learn about how to help others, and to look for support from their network.
Men and women also interact with the marketing on these sites differently. The infographic posits that men prefer quick access to deals or information because they are more likely to scan coupons or QR Codes (56 percent to 39 percent), while women prefer to have a relationship with brands because they are far more likely to follow a brand for deals (71 percent to 18 percent). Women are also less likely to take action on social media ads (42 percent to 48 percent) and mobile text ads (52 percent to 59 percent).
Similar differences emerge in the activities men and women pursue on mobile, where the infographic says, "Women are more likely to go for sharing, camera, games; while men prefer video, news and GPS."
Based on data from Simmons Connect, the infographic shows that women are more likely, by a small but consistent margin, to use mobile for messaging (by 4 percent), talk (by 2 percent) and to visit websites (by 2 percent), and even more to visit social networks (by 10 percent), play games (by 10 percent) or use the camera (by 7 percent).
Men, on the other hand, were slightly more likely to watch videos (by 4 percent), listen to music (by 1 percent), use the GPS (by 2 percent) or read the newspaper (by 3 percent).