There have been many demographic analyses of the composition of social network audiences. But a new “social shopping” study (n=1,000) from Performics argues that other than Facebook, which is more gender balanced, social networks are dominated by men:
The survey also finds that men are more likely than women to visit social sites during the shopping and purchase process, whereas women are more inclined to “Like” brands and products (on Facebook) after purchase.
In addition to other data, the survey asked about where respondents had deal accounts:
Although this doesn’t line up perfectly with other, similar data (e.g., CityPockets’ list) it’s generally consistent. Finally, here’s the hierarchy of e-commerce and shopping sites that these respondents frequent:
There’s a good deal more available in the Performics slides.
October 27th, 2011 at 3:13 pm
[...] separate “social shopping” study released today by Performics showed the various in-store use cases for mobile: price information, deals/coupons and reviews are [...]
October 27th, 2011 at 3:37 pm
This is similar data to Joy Liuzzo’s slides presented at the Borrell’s conference in Chicago. My take was that in-store men were doing one or more of three things:
1. Experimenting with new technology for productivity and fun
2. Showing they could add value/impressing their spouse to find the best deal/justifying the expensive phone purchase
3. Checking sports scores
October 27th, 2011 at 3:55 pm
Number #3
October 27th, 2011 at 7:55 pm
Women account for 85% of all consumer purchases (http://she-conomy.com/report/facts-on-women/), so to the extent the guy actually went to the store, he was probably messing around with his smart phone (as you note) while his wife/girlfriend etc was actually shopping and spending money.
It’s a bit of a reach to say men more ‘active’ (slide 4) based on how many different networks you at least once a month — to me more active would be based on activity level (# posts, conversations, etc). My guess women are far more active on social networks if you count total # monthly social network transactions rather than # different networks accessed.