According to a survey from Influencer and Adweek, reported by eMarketer, three-quarters of US female social media users visit brand websites, apps or social media accounts at least a few times a week, almost a third do so daily.
Overall, the report shows that a plurality of respondents interacted with brands digitally a few times a week. Less than a quarter of respondents said they interacted with a brand at least a few times a year, and just 1% of female social media users said they never interacted with brands digitally.
Frequency US Female Social Media Users Interact With Brands Digitally (% of Respondents) | |
Frequency | % of Respondents |
Daily | 31% |
Few times a week | 45% |
Few times a month | 20% |
Few times a year | 3% |
Never | 1% |
Source: Influencer/Adweek, April 2016 |
Considering devices used when interacting with brands, nine in 10 female social media users said they use a mobile phone. Additionally, more than half of respondents said they use a laptop, and a third used a tablet. Only 2% of respondents used a smart watch.
Devices Used by Female Social Media Users to Interact With Brands Digitally | |
Device used | % of Respondents |
Mobile phone | 90% |
Laptop | 53 |
Tablet | 33 |
Desktop | 20 |
Smartwatch | 2 |
Source: Influencer/Adweek, April 2016 |
In a more recent study, Fluent LLC surveyed 1,443 US female internet users ages 18 and older. According to the data, most respondents said they received marketing messages directed specifically to women, with over a quarter of female internet users said they rarely, or never, received them.
Frequency Female Internet Users Receive Marketing Messages Specifically to Women | |
Frequency | % of Respondents |
All the time | 12% |
Frequently | 28 |
Sometimes | 33 |
Rarely | 9 |
Never | 18 |
Source: Fluent LLC, May 2016 |
When asked if they prefer marketing messages directed specifically to women or those that were gender neutral, only 26% of respondents said they preferred marketing messages directed specifically for women. Almost three-quarters of female internet users said they prefer marketing messages to be gender neutral.
The survey found that female internet users of all ages were almost equally likely to check online customer reviews, as well as browse products online before making a purchase at a store. Female users ages 18 to 29, however, were a bit more likely to follow brands on social media and sign up for email marketing newsletters compared to older female respondents.
Brand Related Digital Activities Conducted By Female Internet Users. (% of Respondents by Age Group) | ||||
Activity Before Purchase | Age Group | |||
| 18-29 | 30-44 | 45-65 | 65+ |
Checked online customer reviews | 39% | 37% | 38% | 32% |
Browse products online; store purchase | 38 | 38 | 35 | 27 |
Followed any brands or products on social | 30 | 23 | 12 | 16 |
Signed up for email marketing newsletters for any brands/products | 23 | 19 | 20 | 12 |
Signed up for mobile notifications for any brands/products | 18 | 16 | 14 | 10 |
Source: Fluent LLC, May 2016 |
For additional information about these studies, please visit here, and here.