Women in Canada Socialize More Around Products - eMarketer

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Women in Canada Socialize More Around Products

Women more likely to learn about new brands from their social circles

August 7, 2013

Once social networking sites moved from the realm of early adopters to the larger population, it quickly became commonplace to note that many were more popular among women than men. Women like to socialize more, the stereotype goes, and social media marketers went along with it.

And research suggests that, at least in Canada, they’re right—women simply do more socializing that involves brands and products than men do, both online and offline. Ipsos OTX and Ipsos Global @dvisor asked internet users in Canada in March 2013 how they found out about new brands and products, and 64% of women said they found out from friends and family. That compared to just 51% of men.

Finding out about new items was less common on social networking sites, but still more popular among women, at 37% s. 22% of male internet users. Both figures show a significant difference in how internet users of different genders get introduced to new brands and products.

Ways that Internet Users in Canada Find Out About New Brands and Products, by Demographic, March 2013 (% of respondents in each group)

Age produced a similar division in responses to the same questions. Younger adults, ages 18 to 34, were 10 percentage points more likely than 35- to 49-year-olds to say they found out about new products from friends and family, and 15 percentage points more likely to say they had done so on social networking sites.

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