The battle of sexes continues in the virtual world and it’s the fairer sex that leads the way according to the latest report from Nielsen.

STATE OF THE MEDIA SPRING 2012 – ADVERTISING & AUDIENCES PART 2: BY DEMOGRAPHIC released today is a US-centric study on who is engaging and where and it throws up some interesting stats, suggesting a big shift in the online audience in recent years. The report shows that women are now significantly more likely to engage with social media than men.

Women are also 8% more likely than the average online adult to build or update a personal blog and 6% more likely to have created at least one social networking profile

If advertisers needed more proof that their target engagers are female not male the report also suggests a lady is 12% more likely than the average adult to purchase a product featured on TV.

A pretty clear definition and pattern that advertisers will no doubt no longer ignore. So don’t be surprised to see more fluffier, pinkier or simply more feminine websites and networks springing up in months to come as the strive for social media returns enters a new chapter.

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