Social media: Men still more active than women
According to the Net-Metrix-Profile study, an increasing number of Internet users are consuming social media content, but differences between genders and age groups still persist.
The three-year comparison from Net-Metrix-Profile shows that regular visits to blogs, forums and online communities are becoming increasingly popular: Whereas in 2008 only one in five Swiss online users used social media content several times a week or more frequently, by 2011 this figure had risen to almost one in three. Despite high growth rates, more men than women and significantly more younger than older people continue to consume corresponding offerings on the World Wide Web. The latest figures from Nielsen also show that Facebook in particular has grown significantly in recent years: Around 2.1 million Swiss online users visited the social network's pages at least once in September 2011 alone. This means that Facebook reaches around 54.1 percent of active Swiss Internet users. With a reach of 17.1 percent in September 2008, this shows a continuous and - compared to other social media offerings - clearly above-average growth.
According to the results of Net-Metrix-Profile, around 30 percent of Swiss Internet users regularly use offerings from the area of blogs, forums and online communities. This share has thus grown by over 50 percent in three years (19.6 percent to 30.1 percent). Among women, the growth is much stronger at 63 percent than among men at 48 percent. However, women still lag behind their male online comrades in 2011: One in three users but only around one in four female users regularly visit social media offerings on the web.
