Women are increasing the amount of time they spend on social networking sites—especially platforms other than Facebook, though the social giant is still by far the most popular network.
According to research from SheKnows and Harris Interactive, which surveyed US female social network users August, 79% of women ages 25 to 54 used Facebook regularly, compared with a dramatically lower 35% who said they regularly visited YouTube, 30% who said the same of Pinterest, 22% for Twitter, and just 13% for Instagram.
But it’s platforms like Pinterest and Instagram that are garnering an ever-greater share of time from those women who do use them. Nearly half of women surveyed who visited social networks regularly said they had increased the amount of time they spent on Pinterest or blogging platforms in the past year—and more than two-thirds said the same of Instagram. A comparatively small 30% said they were using Facebook more frequently.
Facebook is still where a significant amount of the action is, however. In terms of connections and size of the social graph, it was far ahead of other platforms. Respondents had an average of 250 connections on Facebook, vs. 163 on Twitter and just 89 on Instagram.