Social media has always skewed favourably towards female users. Indeed, a recent study from the Pew Research Center discovered that female usage of social media sites well exceeds that of men. Moreover, women are typically more active on these channels, too.

So what does this mean for marketers?

Weber Shandwick partnered with KRC Research in their Digital Women Influencers survey, which polled 2,000 North American women about their social media usage habits in order to identify behavioural patterns and influencers.

Some key takeaways from the report are highlighted below:

• 86 percent of U.S. women had at least one social media account, with 2.2 accounts on average
• These women spend an average of 12 hours each week (two hours per day) using social media
• Women of social media are more influential than women in general
• The different social networks cater to different types of women – for example, Twitter skews towards younger females, Pinterest female users are most likely to have children and female Instagram users are most likely to reside in the Northeast of America

(Source: Weber Shandwick. Hat tip: Babble.)