Social networking sites reach a higher percentage of women than men worldwide, and across leading social sites, such as Facebook, women are more engaged—consuming more pages and spending more time—according to a new study from comScore.
On average, women spend 30% more time on social networking sites than men; moreover, 75.8% of online women visited a social networking site in May 2010, compared with 69.7% of men.
Moreover, women are more engaged than men with social networking sites: Though women accounted for 47.9% of total unique visitors to the social networking category in May, they consumed 57.0% of pages and accounted for 56.6% of total minutes spent on such sites.
Below, other findings from the comScore report, How Women Are Shaping the Internet, which provides an in-depth analysis of the female Internet user by Web activity, world region, and digital channel.
Social Networking Reach by Region
Social networking's reach is highest among online women in North America: 90.3% of them visited a social networking site in April 2010, followed by online women in Latin America (83.6%) and Europe (83.4%).
By contrast, 87.7% of online males in North America visited a social networking site during the period, followed by those in Latin America (81.8%) and Europe (87.7%).