Many probably believe milllennials are the most active and influenced users of social media since representatives of this generation have played with electronic gadgets and computers earlier than members of any other generation. learn social media marketing Younger users are more susceptible” to social-media messages, especially those emanating from influential users, Brock University professor Anteneh Ayanso wrote in his new book Harnessing the Power of Social Media and Web Analytics.Yet during a recent Money Talk radio interview on KCAA, Vanessa DiMauro, CEO of Leader Networks, shared the results of a study she conducted with Don Bulmer showing that marketers would be wise to think about their audience not so much by generation but rather by gender. “Women were two times more likely to turn to social channels to inform their decisions about purchases than men -- at all age groups,” she said.It’s fair to note that the survey’s definition of sponsored social focuses specifically on a brand or company paying a blogger or online influencer to write, tweet, post or otherwise share a given product or service with his or her network. It does not take into account paid social advertising like when a brand uses Facebook’s Sponsored Posts on its own content. That would certainly tilt the scales to show that social advertising overall has overtaken other avenues of spend to reach consumers. Perhaps that balances the bias in the survey panel, perhaps it doesn’t. But we can at least draw a broad assumption that spending money to gain endorsement is a growing trend and thought of well by those who do it.Back in June 2012, Alexis C. Madrigal observed in "Sorry, Young Man, importance of social media marketing You're Not the Most Important Demographic in Tech," an article in the Atlantic, "Women are the fastest [growing] category and biggest users on every social networking site with the exception of LinkedIn. Women are the vast majority owners of all internet enabled devices -- readers, healthcare devices, GPS -- that whole bundle of technology is mostly owned by women.