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Harbinger is the marketing consultancy and communications company focused on women. Our broad and deep understanding of women and our proprietary processes and tools ensure we deliver the best strategic approach and strongest possible marketing programs to meet client objectives.

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The XX Factor: Harbinger's consumer insights that help marketers connect with women.

According to web analytics site, KissMetrics, women are leading men in the use of multiple Social Media platforms, including Twitter (52% vs. 48%), Facebook (54% vs. 46%) and MySpace (64% vs. 36%).

A ComScore Women on the Web study also found that women (16%) are more likely than men (12%) to use forms of Social Media like Twitter for the specific reason of following businesses to find sales, deals or promotions.

When it comes to Social Media a woman's lifestage is a huge factor in her level of engagement, particularly in areas of interest to marketers (i.e. researching/sharing views on products).

This XX Factor digs a little deeper into the women who are leading the Social Media charge.

From Harbinger's Women and Word-of-Mouth study

Learn more about the research details from our news release.
Download definitions for Harbinger's six lifestages.

Topline analysis

Facebook (64%) by far is the most popular Social Media platform used by women, followed by Twitter (10%). New Moms (83%) are the most likely to use Facebook and women in the Me to We lifestage (18%) are the most likely to use Twitter.
While overall only 26% of women consider Twitter, Facebook, MySpace and LinkedIn important sources of product information/opinions, this jumps to 43% among the Me to We lifestage and to 41% of New Moms.
New Moms (45%) are far more likely than women overall (27%) to share their opinions on products/services via Facebook/MySpace/LinkedIn; they are also more than twice as likely (16%) as women overall (7%) to share their opinions via Twitter.
When choosing products women in the Me to We lifestage are more likely to rely on product opinions on Twitter, Facebook, MySpace and LinkedIn than on traditional (newspaper/radio/TV) or online advertising.