It’s now widely known that women are responsible for purchasing 80% of household goods according to The Wall Street Journal. Their combined purchasing power makes companies sit up and take notice. Plus, according to ‘Women Want More’ by Michael Silverstein women are more likely to take recommendations from friends when trying new products, so it’s even more important for brands to relate to their female audience – and through the mediums they favour. On financeonline.com: ‘Why women are the real power behind social media’, found of the 1,801 adults surveyed, women use social media more often and in different ways than men. Here are some facts:
- Women were more common users of Facebook (76% vs 66%), tumblr (54% vs 46%) and Pinterest (33% vs 8%).
- 30% of women used social media several times a day.
- 58% of women used social media for news.
- Instagram, Pinterest and Tumblr gained 10 million new users in 2013, the majority being women.
- 53% of women found special offers through their social media interaction with brands.
When looked at this way, women dominate social media – and why shouldn’t they – it’s ultimate utility is in making and maintaining relationships; a human urge, but one to which women are particularly well-attuned. So how much sense does it make for the main creators of social media to be men? ‘When we need people who understand both tech and the person buying it, women who have combined the technical expertise and softer skills such as empathy, will thrive’. Nadja von Massow, head of creative at The GIG at DST believes women are better communicators than men. They tend to choose roles which combine their tech skills with communication, such as, social media marketing, PR and client services. Social media marketing’s advancing and it’s creating an even greater wealth of opportunities for women in tech, both as users and servers.