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.