Though women are “exceptionally active” in online social networking activities, they are overwhelmingly uninfluenced - and often “turned off,” by brands hawking products and services in the social-media space, according to a study released by Q Interactive’s Women’s Channel in partnership with adTech: Chicago.

The “Women & Brands Online: ‘The Digital Disconnect’ Emerges” study found that even though 52% percent of the 1,000 women surveyed have befriended or become a fan of at least one brand on a social network, 83% nonetheless feel “neutral” or “negative” when they see a brand on a social networking site. Only 17% said they feel positive.

Moreover, an overwhelming 75%  say they are not influenced by social networking channels to purchase products and services, the study found.

Additional findings from the research:

• The top-three activities for women online are checking email, looking for coupons and savings and checking/updating their Facebook, MySpace or Twitter status:

• 75% of women are “more active” in social networking than they were last year.
• More than half of respondents (54%) visit social networking sites at least once per day.
• Facebook is the favorite social network among women, cited as most-oft used by two-thirds of respondents:

• The top-three social networking activities for women are sending private messages to friends, sharing photos and chatting/sending instant messages.
• 10% of women engage in product / brand-related activities - including “get product information, including coupons and savings” and “writing reviews about products” - most on social networking sites, above common activities such as “send private messages to friends” and “share photos:”

• More than 45% of women say they have given up some of their TV-watching time to participate in social networks.  Other activities that have suffered similarly include reading books, magazines and the newspaper, listening to the radio and watching movies:

Study findings point to the fact that women’s large amounts of time spent on social networking sites is not translating into influence or purchase, though it should and could, adtech suggested.

“While brands seem to have such small influence within this space, which is relatively new territory for marketers, over half of the women surveyed have ‘befriended’ or ‘become a fan of’ at least one brand. This tells us there is a willingness among women to partner with brands in social media - but the current dialogue is not where it needs to be,” said Drew Ianni, chairman, programming for ad:tech Expositions. “The challenge becomes finding a meaningful, appreciated and successful presence and partnership.”

 About the study: The study of 1,000 US women across age, geography and household demographics set out to investigate the digital lives of women and how brands are a part of that world. The report was fully unveiled at ad:tech Chicago on September 2, 2009.