A study from shows that even though 75 per cent of female consumers are more active on social networks than they were a year ago, just 25 per cent claim the sites influence them when making purchasing decisions.
According to Matt Wise, chief executive of Q Interactive, the majority of brands are failing to use social networking sites to effectively target women.
"The tolls and methodologies to advertise to consumers in the social environment is different," he told . "A huge number of brands are missing that point. They are deferring to what they've used in the past, which is banners, display ads or static newsletters."
The research shows that around 20 per cent of women check social media sites several times throughout the day, while around 34 per cent claim to log on at least once daily.
Facebook was found to be the most popular social network amongst women, with 66 per cent of respondents using it regularly, followed by MySpace, which is visited by 16 per cent of female consumers, according to Q Interactive.
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