Research carried out by comScore has shown that females demonstrate higher levels of interaction with social networking on average.

The report found social networking reach totalled 75.8 per cent for females and just 69.7 per cent for males, while average hours per visitor were higher for women at 5.5, compared to 3.9 for men.

Indeed, search engine optimisation professionals might therefore like to tailor this marketing area to women.

“Understanding gender-specific differences in web usage is valuable to any digital stakeholder looking to successfully reach and engage both women and men in the online environment,” said Linda Boland Abraham, comScore chief marketing officer and executive vice-president for global development.

Elsewhere, Tristan Garrick, PR manager for the Direct Marketing Association, recently said internet marketing services can be boosted through the use of social media interaction, as it enables people to form a relationship with a brand and discover information for themselves.

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