BELMONT, CA: Seventy-three percent of adults who are online engage in social media every week, according to the BlogHer-iVillage 2010 Social Media Matters Study.
The study is sponsored by Ketchum and The Nielsen Company.
“There has been considerable growth year over year in terms of social media and, among active users, the participation rates are actually identical between men and women,” said Elisa Camahort Page, co-founder and COO of BlogHer.
She said there are some unique differences between the sexes, with the study finding men more active on YouTube and women favoring Facebook and social gaming.The study compares media usage patterns among a sample of online users from Nielsen, the BlogHer Publishing Network, and iVillage.
The sample of female bloggers showed them to be more active users of all social media platforms, including blogs, Facebook, and Twitter, compared to the average online female. For instance, 36% of the BlogHer network sample used Twitter every day, compared to just 6% of the general population.
“I was a bit surprised that the Twitter needle hadn't moved a bit more [among the general population],” said Page. “It hasn't become a daily addiction for people the way blogs or Facebook have.”
Among BlogHer network users, blogs proved the second most preferred media source for helping them make purchase decisions, with 53% saying they go to the blogs and 92% saying they use online search to help them with purchase decisions.
That was followed by user-generated content (46%), message boards (34%), social networks (26%), magazines (20%), TV (13%) and newspapers (10%).
“For the blogger community, blogging is their number one media activity with 96% of them reading blogs every single week," said Page. "Women care about what blogs have to say.”
CORRECTION: In a previous version of this article, PRWeek incorrectly listed the name of the study. The study is called the BlogHer-iVillage 2010 Social Media Matters Study. We regret the error.