Twitter Research Findings: Gender Differences Abound

Is Twitter the Mad Men of online social networks? It may appear so as gender differences abound and males dominate the environment.bird

Research released by the Harvard Business School  examined the activity of a random sample of 300,000 Twitter users in May 2009 to find out how people are using the service. They then compared their findings to activity on other social networks and online content production venues.  Here are some of the findings which focus on gender differences. The results are fascinating:

Findings

  •  Of the sample (300,542 users, collected in May 2009), 80% are followed by or follow at least one user. By comparison, only 60 to 65% of other online social networks’ members had at least one friend (when these networks were at a similar level of development). This suggests that actual users (as opposed to the media at large) understand how Twitter works.
  • Although men and women follow a similar number of Twitter users, men have 15% more followers than women. Men also have more reciprocated relationships, in which two users follow each other. This “follower split” suggests that women are driven less by followers than men, or have more stringent thresholds for reciprocating relationships.
  • Men comprise 45% of Twitter users, while women represent 55%. To get this figure, we cross-referenced users’ “real names” against a database of 40,000 strongly gendered names. Even more interesting is who follows whom.
  • An average man is almost twice more likely to follow another man than a woman.
  • Similarly, an average woman is 25% more likely to follow a man than a woman.twitter research
  • An average man is 40% more likely to be followed by another man than by a woman. These results cannot be explained by different tweeting activity – both men and women tweet at the same rate.

cool-bird-twitter-icon2The study then goes on to say that given what previous research has found in the context of online social networks the results are even more interesting. In a typical online social network, most of the activity is focused around women – men follow content produced by women they do and do not know, and women follow content produced by women they know. Read more about the research paper regarding Twitter. and gender differences.

Implications

The findings are extremely valuable for those looking at Twitter as either a knowledge-sharing exercise within organisations and also for marketers looking to utilise the tool to engage with consumers online.  For example if the way to reach a woman on Twitter is through a man the impacts on influencer networks are surely impacted. More analysis to come!

About the Author: Jenni Beattie is the Director of Digital Democracy a Sydney based research-led Social Media Consultancy .  Enjoy the article? please subscribe to the RSS Feed

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4 Comments

Filed under twitter

4 responses to “Twitter Research Findings: Gender Differences Abound

  1. Great article, Jenni! This makes tracing the paths of influence all the more important – otherwise we can simply be placing our efforts in the wrong places. Looking forward to the next instalment!

  2. KerrieAnne

    you might like to check out my slideshare presentation – on my fav’s & thoughts on socialmedia and how to decide who to follow

    – “Hitching a Ride Through the Knowledge Universe on the Social Media Express” … http://tinyurl.com/l4rcf5

    @KerrieAnne

    • Jenni Beattie

      KerrieAnne,

      Viewed the slideshare thanks for sharing.

      I think it is interesting that collaboration, community and co-creation have all made it in to the buzzwords for Social Media yet 15 years ago they were KM lingo instead! you would appreciate that notion.

      Cheers

  3. Jenni Beattie

    Hi Gavin and KerrieAnne

    Thanks for dropping by.
    I will certainly vew the slideshare pres KerrieAnne

    Cheers

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