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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
Method #1
• 5 really boring datasets
• Millions of verbatims
11/06/14 4
Please tweet! #Qual360 @LoveStats #MRX
Method #2
• 300 survey completes
• Self-serve sample panel
• US census rep
11/06/14 5
Please tweet! #Qual360 @LoveStats #MRX
Social Media Says: Positivity
Men choose more aggressive wordsWomen choose more positive words
11/06/14 6
loveawesomehelphateamazingbeautifulfuncrazy
fightargueidiotwin
moronfaggotn***er
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Social Media Says: Slang
Men choose word combining and subculture
Women choose word shortening11/06/14 8
cluvrppl
datu
gottabout
gonnar u
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Social Media Says: Profanity
Men choose extreme wordsWomen choose wussy words
11/06/14 11
dangdarn
fuckshit
damnass
n***abitchhoes
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Social Media Says: Acronyms
Men aren’t enamored with acronyms.Women choose acronyms. So they
can swear.11/06/14 13
wtfsmhbflmaoomglol
btw
#$%
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Social Media Says: Grammar
Ladies – Check your grammar!Gentlemen – Thanks for taking care
woman thatwould of
a lotman who
you’re ayour
going
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Social Media Says: Laziness
Man. Lazy.Women use apostrophes as appropriate.
11/06/14 16
dontwont
theyreyoure
isnthavent
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Social Media Says: Referencing
Men speak of othersWomen speak of themselves
11/06/14 17
myImeherweourmyselfherself
youyour
hishimself
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Social Media Says: Family
I am man.Family matters.
11/06/14 18
womanbrothersisterdadmomkids
man
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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
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Social Media Says: Research
Men share their opinions and critiqueWomen can’t wait to try new things
11/06/14 20
trynewwait
differentrecommend
vote
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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
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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
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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
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Thank you!
Annie Pettit
Chief Research Officer
Peanut Labs
@LoveStats on Twitter
www.peanutlabs.com
: )