Hargittai's groundbreaking 2007 study examining race, gender, and other differences between undergraduate college student users of SNSs found that women were not only more likely to have used SNSes than men but that they were also more likely to have used many different services, including Facebook, My Space, and Friendster; these differences persisted in several models and analyses.Although she only surveyed students at one institution – the University of Illinois at Chicago – Hargittai selected that institution intentionally as "an ideal location for studies of how different kinds of people use online sites and services." In contrast, data collected by the Pew Internet & American Life Project found that men were more likely to have multiple SNS profiles.Men and women use social network services (SNSs) differently and in different frequencies.
It was hypothesised that women are simply more effective at using social networking sites because they are better able to harness positive emotion.
A study focused on the influence of gender and personality on individuals’ use of online social networking websites such as Facebook, reported that men use social networking sites with the intention of forming new relationships, whereas, women use them more for relationship maintenance.
In 2015 about 26 percent of online men and 25% of online women used the business-and employee-oriented networking site.
Researchers who have examined the gender of users of multiple SNSs have found contradictory results.
(Muscanell and Guadagno, 2012) In addition to this, women are more likely to use Facebook or My Space to compare themselves to others and also to search for information.
Men, however, are more likely to look at other people's profiles with in the intention to find friends.
Pinterest alone attracts three times as many female users than male. Men are more likely to participate in online forums like Reddit, Digg or Slashdot.
Although use of Pinterest by men has increased from 5% in 2012. One in five men claim to be a part of an online forum.
Technologies, including communications technologies, have a long history of shaping and being shaped by the gender of their users.
Although technologies used to perform housework have an apparent historical connection to gender in many cultures, a more ready connection to SNSs may be drawn with telephones as a communications technology readily and widely available in the home.
Finally, the histories of some SNSs themselves have ties with gender.