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Marketing to Facebook- and Twitter-Addicted Women

September 16, 2010

A growing number of women report daily addictions to social media, according to new research. For women business owners, this means dramatic changes in how they market to other women, especially younger females and moms.

“If they’re on Facebook, you need to be there too,” writes Rieva Lesonsky for AOL Small Business. “It’s a great opportunity to get in front of them during key moments of their day.”

Women Love Facebook More than Shoes?

Lesonsky’s article is cleverly titled, Survey Says: Why Women May Love Facebook and Twitter More than Shoes (thankfully, since In Your Shoes is made possible by Johnston & Murphy, we did not find any evidence in support of the headline).

However, there are many interesting findings from the study, commissioned by the Oxygen Media Insights Group. For women, ages 18-34, the study found:

  • 57 percent admitted to talking to people online more than face-to-face.
  • 39 percent called themselves Facebook addicts.
  • 34 percent said checking Facebook is the first thing they do when waking up in the morning.
  • 21 percent check Facebook in the middle of the night.

“Addiction? Not so much,” writes Susan Getgood for BlogHer. “The majority of millennials seem to have retained a certain amount of common sense.”

For example, she notes that 66 percent of young women are still smart enough to pee before they check Facebook in the morning.

“Online media have replaced some percentage of face-to-face conversations and traditional media use for nearly everyone who goes online, in every demographic,” Getgood adds. “For one thing, there are more people to talk with than we would ever meet ‘in real life.’ Not to mention that, for some, being able to talk online is the reason they are online in the first place.”

Moms Hooked on Twitter

Twitter is also an addiction for many women.

The majority (54 percent) of Twitter-using moms said they check their feeds 10 or more times each day, according to a new Lucid Marketing study. Also, 58 percent of these moms said they tweet from their cell phones or smart phones.

When it comes to business tweets, the survey found that Twitter-using moms most like:

  • Links to interesting articles, news (71 percent).
  • Links to sales and special offer Web sites (67 percent).
  • Links to downloadable coupons or discounts (63 percent).
  • Updates on new products (55 percent).
  • Funny tweets (52 percent).

“While moms are receptive to marketing on both sites [Facebook and Twitter], they’re a bit more protective of their personal space on Facebook, and a bit more focused on getting coupons and special offers there,” writes Jack Loechner for MediaPost. “On Twitter, they’re looking for good deals too, but they also want to be kept informed about news and articles that are relevant to their lives.”

In Your Shoes is created by Johnston & Murphy, offering quality shoes and outerwear for women and men. We welcome your comments and contributions.

One Comment leave one →
  1. August 20, 2011 7:41 pm

    Marketing to Facebook- and Twitter-Addicted Women

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