How do men and women use social media?

Women are inclined towards visual networks such as Instagram or Snapchat and interact more with advertising content
The most business-focused social networks are the favorites among men

Social media profiles

The data, collected in the 2019 Digital Report, indicate that the users who use social networks the most are between 24 and 34 years old (of which 12% are men and another 12% women) and between 35 and 44 years old ( being 12% women and 11% men).

Regarding the preference for the use of social platforms, different tastes are observed between both sexes:

Instagram: this social network currently has 15 million Spanish users. 37% of them are over 13 years old and the majority are women. In. Specifically, 54% of users are women, while 46% are men.
Twitter: more than 6 million Spaniards use Twitter, 15% being over 13 years old. Men take the lead in the use of this social platform, with 64% of users being men, compared to 36% who are women.
Facebook: this social network continues to be one of the most used in Spain. According to Digital 2019, 24 million Spaniards claim to use this platform. 60% of them are over 13 years old, with women being the majority sex. Specifically, the data indicate that 54% are women while 46% are men. In addition, the activity of women on this platform is also higher. They give more “likes” in the publications they see throughout a month (11 times compared to the 5 that men do) and they are more interested in the ads that Facebook shows them monthly, clicking on them 13 times, while men only click on them 8 times.

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LinkedIn: this social network has 11 million users in Spain, according to the data collected in the Digital 2019 report, and a more masculine user profile. Specifically, 53% are men and 47% women.
Snapchat: this platform has almost 4 million Spanish users, of which only 9.2% are over 13 years old. Regarding the user profile, Hootsuite and We are Social point out that women are the ones who are more inclined towards this social network, being 73% women and only 25% men.

In view of the data from the Hootsuite and We Are Social report, the trend is confirmed that women prefer more visual and entertainment-focused social networks, while men lean towards the more entrepreneurial. From Hootsuite they emphasize that this data is “very relevant to the strategy of any company, since you can use one social network or another depending on the audience you want to target your campaign“