/// Twitter study: Women tweet more but men complain more
Women on Twitter talk more about personal matters, television programmes and work, the study found, while men are most likely to tweet about sport, gaming and news
When it comes to tweets related to brands, women are far more likely than men to be entering competitions, while men are much more likely than women to be complaining.
Women tweet around 15 times a day, on average, compared with nine updates per day from men, according to the study of 1,000 British Twitter accounts by Brandwatch.
“Many studies have shown that men and women use more similar language online than offline, so we were surprised to see such clear differences in the results,” said Edward Crook, an analyst at Brandwatch. “140 characters encourages many of the non-standard features of spoken language, which could explain this divide.
“It is clear though that men and women are both discussing different topics on Twitter and using different language to do so.”
Overall, television and film was the most popular topic to tweet about, followed by sport, music and celebrities.
The popularity of television as a Twitter topic fits in with the strategy the social network has been following recently. Data released by Twitter in January showed how the audiences for different television programmes tweeted differently.
Downton Abbey viewers, for example, tweet throughout the programme, Twitter said, while Homeland viewers tweeted most at the beginning and end of the show.
Twitter’s report, called Tune In With Twitter, was intended to encourage programme makers to embrace the so-called ‘second screen’ audience, who use Twitter while they watch.
According to Brandwatch, there is some evidence that this works. The study found that shows that promoted a Twitter hashtag during transmission, such as #xfactor, got 63 per cent more tweets than shows that didn’t.
The Brandwatch study also found that the brands most likely to be mentioned on Twitter were food and drink related, followed by clothing and accessories brands and technology brands.
The food and drink tweets were dominated by women (73 per cent), as were the clothing and accessories tweets (89 per cent). Eighty per cent of technology related tweets came from men.