Gender-based analysis of social media popularity

Abstract

Social media have significantly risen in popularity in recent years, which is linked to the internet becoming commonplace in almost all spheres of social and economic life. This paper analyses the activity of women and men in selected social media in Poland based on 2022 data, with the aim to identify possible consequences of different media consumption by gender. The research questions posed in the paper are as follows:
• Which gender is more likely to use social media?
• Which social media sites are most frequently chosen by women, and which by men?
• What is the average monthly number of advertising contacts (Ad Contacts) by gender?
Non-reactive research methods are applied in this paper, such as an analysis of the available literature on the function of social media in today’s world, an analysis of the available statistical data on the activity of women and men in the most popular social media, and reports from companies conducting research in the area. Data analysis in the study shows that women use social media more frequently than men, and that they express their opinions on various topics through them. This knowledge allows e-commerce companies to better adapt their sales offer to women’s needs and preferences.