Commentary

3/4 Of Female Social Media Users Check Brands Several Times A Week

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.

 

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