The majority (86%) of women are now using popular social networks, a 48 percent increase over 2008, according to a new study by SheSpeaks.

In addition, social networks including Facebook, MySpace and Twitter, have become drivers of purchase intent among women, with 50 percent of social media users reporting they have purchased products because of information on social networking sites, and 40 percent have used coupon codes found on social networks.

The largest increase in social media use was among women 50 years of age and over, whose participation grew from 31 percent in 2008 to 70 percent in 2009. Social media participation was up across all age groups this year.

"Last year our members were going online primarily to research purchases, but now they are looking to social media to help them research, guide and facilitate every kind of transaction, from social exchanges to purchases," said Aliza Freud, Founder and CEO of SheSpeaks.

"Women have become more comfortable using social media, and for marketers, the overall growth and habitual use of social media represents opportunities to reach and engage women of all ages, and influence their purchase decisions."

Facebook is the most popular social network among women with 95 percent belonging to the site, up 46 percent from one year ago. MySpace participation declined over the last year (63% to 42%), while nearly 40% of the women surveyed said they have Twitter accounts. Although many women use both Facebook and Twitter, 80% prefer Facebook.

In fact, 25% of those surveyed abandoned Twitter after creating their accounts, while Facebook use only declined 7% for women after creating Twitter accounts. Facebook users also reported they are two times more likely to log in daily (72%), compared to Twitter users (36%).

"Although Facebook is currently more popular than Twitter among women, they each share a purpose in women's lives," said Freud.

"Facebook serves women's need to interact with friends and share photos, while Twitter has become a tool that is primarily used for professional networking and learning about up-to-the-minute news, promotions and deals."

The study also found online video has grown in popularity over the last year. Almost 40 percent of women indicated they frequently watch video and TV content online, and 85 percent say they watch it frequently or sometimes.

"Our members are spending more time watching video on the Web, especially now that more premium content is available," said SheSpeaks CMO Fiona Pietruski. "It is important for marketers to recognize that influential female consumers are spending their time with many types of digital media, where they can be reached with advertising and marketing messaging."
 

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