The fact that men and women differ in their online behaviour is probably no surprise. We can make a clear distinction between men and women offline. But how do men and women behave in the online world? With the growing Internet usage, an increasing amount of statistical data is popping up, providing insight in online behaviour and also in the differences between men and women.Men vs. women: online behaviourThe National Social Media Study 2015, published in the beginning of February, clearly shows that there is an increase in the number of Instagram and Pinterest users in the Netherlands. The study also shows that Twitter is losing Dutch users and that Facebook is still growing. In addition, the study also shows differences in age category. But what differences do we see in the use of social media between men and women?The following infographic clearly shows – according to the study conducted by Quicksprout – the difference between men and women in their use of social media. Nearly three-quarters of Internet users is active on social media. Among these users, 76% are women and 72% are men, which is close. The real differences can be seen in the choice of social media. Women like to spend their time on Facebook, Pinterest and Instagram, while men are more often found on channels such as Google+, YouTube and the (business) network LinkedIn. Click on the image to view the full infographicThe differences in online behaviour between men and women go beyond the choice of social media. The reason to be active online and the way the Internet is used, also show clear differences. Where men often use the Internet and social media for (business) networking and dating, women are looking to tighten relationships with friends and acquaintances. Women are loyal to brands, while, in contrast, men often have short-lived relationships with a brand. For example, men will quickly score a discount code to make a purchase. Men are easier to trigger with online ads and are particularly interested in sports and drinks. Women scour the Web for bargains and deals and are also very focused on social interaction and content (entertainment, how-to information). The main interest of women is undoubtedly in the area of fashion and beauty.OrangeBuddies Media also observes a victory for women among its own cashback members in different countries when it comes to who shopped the most online. However, the difference between men and women is minimal â€“ just as the results of the QuickSprout study indicate.Audience segmentation through affiliate marketingInformation about online differences between men and women is particularly valuable in creating online marketing campaigns: opting for a particular channel will for a great part determine the campaign’s success. As an advertiser, you know who your audience is; you continue to do research and launch marketing campaigns through different channels to reach the target audience in the right way. Advertisers increasingly use affiliate marketing to make this happen.Affiliate marketing campaigns can increase your online reach as an advertiser. However, the possibilities don’t end there. As an advertiser you know your audience, but larger publishers know their potential reach in the affiliate channel. They too know exactly who they reach, as such they can offer advertisers unique opportunities. By applying different segmentation possibilities, publishers can give specific advice with respect to the channels to be used, such as websites, blogs, advertising, social media, newsletters, etc. It is therefore worth your while to seek closer contact with publishers to gain more insight into their reach and the segmentation options that meet your objectives. This allows you, as an advertiser, to get the most out of your marketing budget together with the publisher and increase the probability of response (and conversions).Do not lose your marketing budgetThe fact that men and women differ so much (online) is important when setting up a marketing campaign. After choosing the appropriate tone and the right channel, there is also a wide range of possibilities within the chosen channel. When you, as an advertiser, opt for affiliate marketing, make sure to get in touch with the major publishers and get informed about their options. Good cooperation with a publisher gives you insight into the reach, media channels and segmentation capabilities of the publisher. Together, you can develop a specified target plan and prevent firing blanks. After all, you can only spend your marketing budget once, so make sure the campaign is effective and actually reaches the target group that you, as an advertiser, want to reach.