men are from mars: gender differences in word choices in social media

Please tweet! #Qual360 @LoveStats #MRXNovember 6, 2014 1

Men are from mars?Word choices in social media

Annie PettitChief Research Officer

Please tweet! #Qual360 @LoveStats #MRX

Men hate it Women love it

Please tweet! #Qual360 @LoveStats #MRX11/06/14 3

Ye old focus groups

Qual research

today


Method #1

• 5 really boring datasets

• Millions of verbatims

11/06/14 4


Method #2

• 300 survey completes

• Self-serve sample panel

• US census rep

11/06/14 5


Social Media Says: Positivity

Men choose more aggressive wordsWomen choose more positive words

11/06/14 6

loveawesomehelphateamazingbeautifulfuncrazy

fightargueidiotwin

moronfaggotn***er


Survey Says: Slang

11/06/14 7


Social Media Says: Slang

Men choose word combining and subculture

Women choose word shortening11/06/14 8

cluvrppl

datu

gottabout

gonnar u


Survey Says: Mild Profanity

11/06/14 9


Survey Says: Harsh Profanity

11/06/14 10


Social Media Says: Profanity

Men choose extreme wordsWomen choose wussy words

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dangdarn

fuckshit

damnass

n***abitchhoes


Survey Says: Acronyms

11/06/14 12


Social Media Says: Acronyms

Men aren’t enamored with acronyms.Women choose acronyms. So they

can swear.11/06/14 13

wtfsmhbflmaoomglol

btw

#$%


Social Media Says: Grammar

Ladies – Check your grammar!Gentlemen – Thanks for taking care

woman thatwould of

a lotman who

you’re ayour

going


Survey Says: Laziness (dont,cant)

11/06/14 15


Social Media Says: Laziness

Man. Lazy.Women use apostrophes as appropriate.

11/06/14 16

dontwont

theyreyoure

isnthavent


Social Media Says: Referencing

Men speak of othersWomen speak of themselves

11/06/14 17

myImeherweourmyselfherself

youyour

hishimself


Social Media Says: Family

I am man.Family matters.

11/06/14 18

womanbrothersisterdadmomkids

man


Social Media Says: Money

Men want to pay cheap prices on their credit card

Women already bought that deal on sale11/06/14 19

boughtpurchasedealsdonateon sale

taxescredit

cardprice

cheap


Social Media Says: Research

Men share their opinions and critiqueWomen can’t wait to try new things

11/06/14 20

trynewwait

differentrecommend

vote


Social Media Says: By Gender

Men Choose

• To combine words• Aggressive words

• Proper grammar

• Harsh profanity

• To spell things out• To talk about men• To talk about the past

Women Choose

• To shorten words• Positive words

• To be slack on grammar

• Mild profanity

• Acronyms (for swearing)• To talk about themselves• To talk about the future

11/06/14 21


Social Media Says: By age

11/06/14 22

Younger People Older PeopleFamily mother dad, mom, father, kids

References herself, yourself, my our, myself, we, your

Positivity fight, amazing, awesome crying, help

Profanity ass, s***, f*** bloody, darn

Grammar werent, theyre, youre, isnt, havent, shouldnt, wouldnt, youve, cant, arent

wont, dont

Acronyms lmao, omg, lol

Slang dat, u, kinda, haha, gonna b4, luv

Research Variables

on sale, credit card, buy, wait, try

donate, in line, vote, new


Survey Says: Personality

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Survey says:• I just tone down the profanity. I wouldnt want a

possiable employer or family member passing judgemnent.

• need to learn to control my profanity better in real life• I am slower on line than in real life. I try to keep my

thoughts organized. In real life I just let it fly, I DO NOT sugar coat anything

• It's easier for me to communicate online because I like writing out my thoughts more than speaking them in person.

11/06/14 24

Please tweet! #Qual360 @LoveStats #MRX11/06/14 26

When demographic differences for a brand are

much stronger or

reversed

We know we have a brand difference, not an

inherent demographic difference


Yes, men are from mars!


Thank you!

Annie Pettit

Chief Research Officer

Peanut Labs

[email protected]

@LoveStats on Twitter

www.peanutlabs.com

: )

men are from mars: gender differences in word choices in social media

Data & Analytics

mrxsocial media

abitchhoesplease tweet

itplease tweet

words positive words

word choices

word shortening110614

aggressive wordswomen

positive words110614