It’s no secret that women have traditionally been the primary decision makers in the household and advertisers have continually targeted their traditional ad messaging towards them. Since the social network boom has dramatically increased over the past couple of years, and with the new Facebook Timeline layouts and the ability to brand YouTube and Twitter pages, social branding and advertising has shared a bigger role in strategic media planning. This recent Nielsen study, highlighted in this graph, shows that women are more likely than men to be more active on social sites.
In short, advertisers keep doing what you’re doing and apply it to the social realm…because women will continue to dominate! (I just had to throw that in because I am a woman, and may be a little biased)