Women login to Facebook more often than men, and are more likely to be spurred by a fear of missing out on important news, says new data released by MyLife, conducted by Harris Interactive. Two-thirds of the online survey’s female Facebook members said they login to the social network at least once a day, compared to 54% of the male Facebook members, while 1 in 5 women (and 15% of men) login 2-3 times a day.
Overall, Facebook use is nearly universal among the women surveyed (95%), and the social network is popular among men, too, with 86% reporting use.
MyLife’s finding that women login to Facebook more frequently than men is supported by June 2012 survey results from Burst Media, which found 49% of women surveyed saying they visit social media sites at least a few times per day, compared to 34% of men.
Previously released data from the MyLife survey indicated that 62% of respondents admit that they are afraid of missing something (e.g., news, an important event or status update) if they do not keep an eye on their social networks. The latest data reveals that women are more likely than men to have this fear (65% vs. 59%), which might explain why they’re logging on to Facebook more often.
As it turns out, one-quarter of women say they usually login to their social networking profiles when they wake up, before checking email (compared to less than 1 in 5 men). This doesn’t mean that women are less compulsive about their email use, though: more than 4 in 5 say they check their email at least daily, a figure that rises to 90% of those aged 35-44. Those percentages are 5% and 7% points higher than the corresponding male population, respectively.
When it comes to visual content-driven sites, women are more likely than men to use them for consumption rather than sharing. For example, nearly 7 in 10 female respondents say they use YouTube primarily for consumption, compared to half of the men. And among Pinterest users, 44% of females use it mainly for consumption – while men are more than twice as likely as women to use the site for sharing (23% vs. 10%).
About the Data: The survey was conducted online within the United States by Harris Interactive on behalf of MyLife from July 13-17, 2012 among 2,037 adults ages 18 and older. The online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated.
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