Scott Monty - Strategic Communications & Leadership Advisor

Scott Monty - Strategic Communications & Leadership Advisor

If you were asked to give up your social networking activity, what would you rather give up?

It's an interesting scenario. Given a choice between social media activity and something else - and don't think that time isn't coming - what do you think you would give up before you left your favorite social network?

That's the very question that was put to 711 female internet users in the U.S. and Canada by ShesConnected Multimedia. What do you think they said? Have you selected your priorities yet? I'll give you a moment before launching into the survey results.

Ready? Good. Here's what the online cohort said:
  • More than one-third (36%, to be exact) would sooner give up chocolate, their Pradas, or their mothers-in-law before they gave up social networking.
  • But only half would be willing to pay a subscription fee for those site.
It's amazing to think the limits we'll go to for social networking. Pradas are expensive, I
get that. Mothers-in-law are...well, that's personal, isn't it? But giving up chocolate? C'mon, people!

As to the fee, it seems that most women - 92%, in fact - would be comfortable with an ad-supported model on the socnets. But only 22% would be approve of their data being sold to advertisers, and just 28% are okay with a subscription-based model.

Chart courtesy of MarketingCharts.com

The post popular activities in which they partake online are:

  • Viewing video
  • Reading blogs
  • Posting photos
  • Writing in blogs
  • Posting comments

And some interesting additional data points about the respondents:

  • More than two-thirds (67%) of survey respondents belong to three social networks, while 48% belong to four or more.
  • The adoption of social networks by older women is especially strong. Women ages 50+ comprised the largest age group in the core user survey.
  • More than one-third report they are in business for themselves
  • Respondents spend a significant amount of time online each day, with 49% reporting they spend 1 - 2 hours per day for personal use and 48% reporting they spend five or more hours per day online for work.
  • 83% of respondents have 50 or more connections or friends.
  • 56% have started at least one group and have joined an average of two to five groups. Nearly one in three (29%) belong to 10 or more groups.
Pay attention to these ladies. There's clearly a lot of potential here.

That is, unless you take away their chocolate.

BTW, at Ford we recently asked women what they wanted in their cars. You'd be surprised at their reactions, which you can see by clicking here.
Photo credit: Wiedmaier