Who is more likely to say they are influenced by social media pr when it comes to relationships with brands? Like many areas of marketing, It appears there is a quite a substantial gender divide when it comes to online influence.

According to recent research* from loyalty insights agency Motif, women are much happier to admit to being influenced by social content than men. And perhaps unsurprisingly the older we are, notably with men, the less influence social media has on our relationships with brands.

Three-fifths of women claim to be influenced by social media when it comes to the relationship they have with brands or products, compared with just two-fifths of men who claim social media has an impact on their affections for their favourite brands – less than half. In fact, just one in ten men state that social media has a significant influence compared with one in six women.

Almost half (46%) in the 45-54 age bracket say they are not influenced by social media, and Four-fifths of those aged over 55 say social media has absolutely no influence on them. This is the complete flip of 18-24 year olds, where almost a third (31%) declare social media has significant influence on their relationships with brands.

The findings suggest that social media potentially has an increasingly pivotal role to play in terms of reaching specific target audiences and engendering their loyalty, but lesser so with others.

Discussing the study, Chris Hall, comments: “There are no surprises here that social media has the power to influence, but what is striking is the appeal it has to women over that of men. We are drawn to fertile sources for new insight and in this case, how men relate to social media, and why they appear to be less attached to it and the impact this might have on brand preference and loyalty. All of this feeds into our wider analysis on what loyalty means today and provides a natural starting point for any conversation on what the drivers are behind it.”


*The Motif Loyalty Insight series ran from 4 to 11 March 2019, across a sample of 1001 adults based in the UK.

Our consumer lifestyle PR team specialise in connecting everyday brands with everyday people across four core sectors; Consumer Lifestyle PRFood PRRetail PR and Sport, Health & Wellbeing PR. More information on these areas of knowledge and the work we do with instagram influencers can be found at