Most social media monitoring tools have been developed based on earlier demographic parameters defined by advertising fraternity during 1960s. Even after the growth of different advertising mediums, these demographics haven’t as yet evolved. These parameters have grouped people under age groups are used to decide advertising rates and measure reach. But beyond age of 54, they don’t categorize people. Digital medium have also followed the same demographics for monitoring and strategist, the focus is more on interests, clicks and search patterns, not really who is searching.
E commerce and social media companies have been researching though their internal deep learning systems on gender demographics, here is what they found:-
Sheryl Sandberg, COO of Facebook, has talked about how women are not only the majority of its users, but drive 62% of activity in terms of messages, updates and comments, and 71% of the daily fan activity.
The above research by Comscore specifically highlights women spending more time on social media. This study has further boosted hiring of women in social media and eCommerce companies as they better understand the gender. Content marketing and eCommerce products are slowly moving towards marketing content which is feminist. This research has also impacted type of programming done by online content generators, since women are consuming this content more than men. Even movies are produced which have female actors as main character, 2014 has been the year when most top movies had females playing lead roles.