Social Media Insights: Use by Gender

Last week, I introduced the idea of targeting your business’s ideal social media platform by age demographic. In today’s post, I want to talk about gender demographics. While it’s important to have an overall idea of use by age, if your product has gender-specific personas, you don’t want to miss out on opportunities to find them where they spend time online.

The Pew Research Center conducted a study with insights into where people are spending their time. Here are some of the important statistics about social media use by gender.

While Facebook still tops the list of most U.S. adult users, there are significant platform adoption rate differences between genders.

Pinterest tops the list of use by American women, with a whopping 41% adoption rate by females. On the bottom of the list is Twitter, with just a 24% adoption rate by females. Overall, the adoption rate of social media is slightly higher for women. In 2018, 73% of U.S. women use social media, versus 65% of men (Pew Research Center).

Among men, Facebook still tops the list of social media adoption rates, with 62% of men in 2018 using the platform. Instagram comes in second, with a 30% adoption rate among men. Just 16% of U.S. adult men use Pinterest.

Infographic: Social Media platform adoption rates by gender 2018

In a future post, I will discuss other important social media usage statistics, including time spent on each platform. There are numerous things to consider when choosing a social media platform for your business, and it is more important than ever to consider whether you should spend time on a platform at all. Time is money! Unless you’re a huge business with money to spare, it’s best to spend your money and time wisely to optimize your business resources. Focus on a few platforms to grow and retain your customer base.

Most of us know by now that it’s important for most businesses to have some kind of social media presence. Whether you’re doing it for search engine rankings (SEO), engagement, or for leads, social media is increasingly a resource for people to find businesses and keep tabs on the world. According to the Pew Research Center, 69% of the public uses some type of social media.

In closing, make sure you’re targeting your ideal customers where they’re spending their time. Are you choosing the right platforms? Are you spending your time and energy posting the right content to the right places?