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Women continue to lead over men on most social networks, according to a March 2013 survey of over 2,500 adult US internet users from internet advertising network Burst Media. Facebook remained the leading social network by a wide margin, and females were 6 percentage points more likely than male internet users to have an account on the site.
Google+, a social network which had been somewhat marginalized after a lackluster start, is proving itself in US user figures. The site had the second-highest number of account holders among both men and women, leading Twitter by approximately 10 percentage points for both genders. About one-quarter of male and female web users were on the site.
On Pinterest, the skew toward women has been well-documented and remains firmly entrenched. More than one out of five female respondents had an account on the network, compared with 5% of men. About 6% of both men and women were on Instagram, with slightly more women on the site. On Twitter, penetration rates were also very close, at 17% of women vs. 15.5% of men.
Mobile social network use continues to gain steam with both genders. The desktop and laptop remained the No. 1 place where users accessed sites, but the smartphone wasn’t far behind. Just less than half of both men and women accessed via their smartphone, and another 32% of men and 21% of women accessed via the tablet.
And about one-third of all social users said the smartphone or tablet was their preferred method to access their social accounts.
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