1. MEN ARE FROM
FOURSQUARE, WOMEN
ARE FROM FACEBOOK
HOW MEN AND WOMEN DIFFER IN THEIR USE OF SOCIAL
MEDIA, AND WHAT THEY WANT FROM BRANDS ONLINE
14TH FEBRUARY 2012
NAME OF PRESENTATION, MONTH DAY, YEAR

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6. TREND 1: WOMEN ARE MORE SOCIALLY
ACTIVE THAN MEN

7. UK
59% Nether-
lands Germany
56% 52%
France
51% Belgium
65%
Portugal
Spain 83%
74%

8. Women are more active in social media than
men

9. The same is true across Europe

10. Women access social media more
frequently too

11. We see the same trend Europe-wide

12. TREND 2: WOMEN ARE MORE LIKELY TO
CONNECT WITH PEOPLE THEY KNOW

13. Women strengthen existing friendship bonds through
social networks

14. Why do women go onto social media?
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15. TREND 3: UK WOMEN ARE MOST LIKELY
TO FRIEND OR FOLLOW BRANDS FOR
DEALS

16. Why do people follow brands in social media?
–

17. TREND 4: MEN ARE MORE LIKELY TO
DISPLAY STATUS OR OPINIONS

18. Men are more likely to say where they are

19. Men are more likely to say what they‟re doing

20. Men lead on blogging and adding comments to blogs
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27. TREND 5: SOCIAL CONSUMERS WANT A
RANGE OF RELATIONSHIPS WITH
BRANDS
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28. Getting closer to the consumer
• We wanted deeper insights into the relationship between brands and people
• So we developed new consumer segmentation based on a range of social media behaviour
and brand interaction
- Post comments/pics on own page
- Become „friends‟ or „like‟ brands or
- Post comments to friends‟ pages
products
- Post comments on blog
- Read blogs or tweets sent out by brands
or products - Write blog
- Share content on official page of brand - Share content on official page of brand
or product or product
- Purchase a product from a company‟s - „Check-in‟ to a location
social media site - Tweet
- Follow brands - Upload photos or videos

29. Social consumers in Europe: our segmentation
Loyalists Cheerleaders
Outsiders Opportunists

30. Social consumers‟ online habits
30

31. Cheerleaders are at the cutting edge of social
behaviour
Always on:
– 61% of women cheerleaders use social media
several times daily, vs 53% of men
Expect brands to be socially active:
– 2x more likely to see companies sharing info
via social media as more trustworthy, men
more so than women (33% vs 21%)
– Actively follow brands for deals and offers
especially women (61% vs 47%)

32. Cheerleaders are networked and influential across
the sexes
Majorly mobile
– This group is most likely to check
reviews or prices while shopping using
their mobile phone (53%)
– 42% of male Cheerleaders use mobile
apps at least daily (vs 33% of female)
– Most likely to make purchases using
their mobile phone (35% men, 20%
women)
Influencers:
– Three quarters tell at least three friends
about products they like (78%
women, 71% men)

33. Loyalists are most likely to be long-term brand
advocates
True brand fans: Socially savvy:
– The most likely to stay – 62% of female Loyalists
committed to a brand and 51% of males access
they like once they have social media several
found it (75% men, 82% times a day
women)
– 71% of Loyalists write
– 46% will pay more for positive online reviews for
products from brands products they like
they trust
– 95% of Loyalists
recommend brands or
services to other people –
on a par with
Cheerleaders (96%)

34. Loyalists care most about brand values
Caring companies: Ethical business:
– This group is the most – Female loyalists have the highest
likely to want to see companies expectations that
treating their employees well the brands they support
(82%) will avoid animal testing
(73% vs 59%) and take
steps to reduce packaging
(73% vs 67%)
– Male loyalists want brands
to pay a fair share of tax (73%
vs 69%)

35. Opportunists want to know: “What‟s in it for me”?
Active in social media:
– two thirds access social networks at least daily
(63%)
Follow brands for self-interest:
– main reasons are for vouchers and discounts
(53%), and to enter competitions (41%)
– Among women, interest in vouchers rises to 55%
and competitions to 56%
Interested in value not values:
– only 20% of Opportunists would pay 20% more for
environmentally-friendly products
– Price sensitive: 62% compare costs from at least
two sources before a major purchase

36. Engagement opportunities for brands
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38. To discuss what out findings mean for your brand
please contact:
Helen Nowicka
UK Head of digital, EMEA social media strategist
020 7853 2218
helen.nowicka@porternovelli.co.uk
@Helennow
Melissa Taylor
Director of planning, EMEA
020 7853 2222
melissa.taylor@porternovelli.co.uk
@Groovymomma