A new report by the Video Advertising Bureau has found women spend more time on social media – and video – than men.
The VAB’s Living Social report found that women spend around two hours a week more than men on multiple devices.
Generation X spends more time on social than millennials – six hours 58 minutes compared to six hours 19 minutes.
The report found that women account for 61% of unique users who interact with TV-related content on Facebook, with Wednesday the most popular day for interaction.
The VAB also looked at the symbiotic relationship between social media and TV, and found that social increasingly influences what viewers watch. In turn, TV programming generates countless conversations, interactions and activities on the second screen, which increases engagement and time spent across social platforms.