In Q4 2011, US women on Facebook were 12% more likely than men to click on ads... Women have flocked to social sites, and marketers are eager to reach them there. Not only do they participate in a number of social media activities at high levels, but they are also more likely than men on such sites to click on ads, according to an April release by Facebook ad management solutions provider AdParlor.
Analysis found that some industries see more interest from consumers on Facebook than others. Industries typically perceived as more exciting saw a higher average daily CTR, with ads for movies and entertainment performing nearly five times as well as those for banking services.
Media sites provide a particularly stark example. At the end of 2009, fewer than a third of social network users worldwide who used social sign-ins preferred Facebook. By Q3 2012, the percentage was up to 53%, compared with an essentially unchanged 21% share for Google and a dramatically lower 11% Yahoo! share.