Marketers want to reach women, that much has long been known. After all, women make or influence 85% of all purchasing decisions — so it’s a given. And women are definitely on social media far more than men, so it makes sense that marketers want to use social media to target potential customers.
But figuring out the best ways to reach women? Well, that’s still a work in progress. Well known marketing agency Weber Shandwick has recently tried to make some sense of all the data and put it together in a handy infographic (posted below).
I reached out to Marcy Massura, one of the team members that worked on the infographic and asked her if anything surprised her in the report. “Much of the data helped to validate and confirm my core beliefs about women who use social media,” she stated. “But the area that was a ‘wow’ moment for me, was learning that one-quarter of the Women of Social Media PREFER to socialize online rather than in person. This speaks to how social media is changing our perception of socialization and that we derive many of the same emotional incentives from digital interaction as we might from being in person with others.”
Very interesting, indeed. I know I’ve gone from a frequent phone user to being utterly resistant to making phone calls in the last five years or so, but I still enjoy seeing people in person on occasion. I do know that my social group has expanded wildly thanks to social media for sure, and the women I know online certainly influence me, and I’m very likely to take their advice about purchasing decisions.
Take a look at the infographic below. Anything surprise you?