Women Who Abandon Social Media, March 2013 [TABLE]
A new “Digital Women Influencer Study” [PDF] from Weber Shandwick, in partnership with KRC Research, reveals that while women are highly active and influential on social media, many report having decreased or completely cut off usage of at least one social network in the past 6 months. Among the 86% of North American women surveyed online who have a social media account, 38% are dubbed “defectors,” who have stopped (16%) and/or decreased (28%) using at least one social network. What’s more, these “defectors” are more likely to be young: 24% are aged 18-24, compared to 14% of the sample population.
Keeping these “defectors” engaged is particularly important given how influential women are on social media. According to the study, female social networkers report liking or recommending products or services online an average of more than 10 times a month, compared to less than 6 for the average North American woman online. Additionally, they’re more likely, during the average month, to tell someone in person by phone or by email about products and services, to post comments or write reviews about products or services online, and to post pictures or images online of products. Read the rest at MarketingCharts.