Weber Shandwick and KRC Research conducted a survey among 2,000 female consumers in North America (US and Canada) to identify segments of influential women in social media. Check out our key findings:

• The overwhelming majority of North American women are on social media. Their social connectivity is far-reaching and their potential exposure to brand messages is high. Marketers do not want to overlook the opportunity to engage with women on social media.

• There is a genuine emotional ROI for women engaged in social media. They enjoy their online networks nearly as much as they enjoy live social activities (75% and 77%, respectively) and, notably, slightly more than dating or spending time with their partner (72%). In fact, one-quarter of Women of Social Media (24%) prefer to socialize online rather than in person.

• Nearly four in 10 North American women (38%) have decreased or stopped their usage of one or more social networks during the past six months. Defecting women wield more influence than the average woman, magnifying the importance of maintaining their engagement with brands.

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