It has long been a truism in the advertising world that men may make the money, but women control the purse strings, just watch any episode of Mad Men. All you have to do to see the truth of this is to look at those popular Old Spice Body Wash commercials, here’s a product aimed solely at men with commercials aimed primarily at women. Even with this conventional wisdom, you might be surprised to know just how skewed the internet is to women users.
The majority of users on all social networking sites, especially Facebook and Twitter,are women, and women spend 30% more time using them than men. 55% of mobile social networkers are women.
Looking at Groupon stats, over 3/4ths of their users are women. And that stat is similar across most online shopping and coupon services, from obvious sites like Etsy to more surprising ones like Chegg, a textbook rental service. Social and casual gaming (think Farmville and Angry Birds) is also dominated by female users. The numbers are staggering. Not only are women the majority users, they are by far the most interactive and social. Women maintain larger and more in-depth relationship circles on the web.
What does this mean for you and why am I throwing so many stats your way? Well, for a start, it means that when you’re advertising online, you should be aware that women are going to be the most important and influential demographic to aim for. Are you testing your products on women? Are you taking into account what women respond to, what they’re looking for, and what turns them off? Do you have women on your team? So many tech companies are dominated by men, if you’re looking around you at a sea of male faces, you need to reach out to women, especially in your social marketing strategy.
More information, stats, and inspiration available here from the incredible Aileen Lee .
Gratuitous picture of Facebook's COO looking Badass