Reddit closes its UK gender gap, YouGov finds

Reddit’s UK audience is becoming more female, with the share of women using the platform rising from 11% to 19% over the past four years, according to YouGov.

The data show that Reddit use also increased among men, from 20% to 26%. Men still make up most of Reddit’s UK users, accounting for 60% of the audience, but the gap between male and female users has narrowed. 

YouGov found that women who use Reddit are largely younger: 85% are Gen Z or Millennials. They also tend to spend more time on social media than British women overall. 

Further research suggests these users are especially likely to research purchases before spending money. More than half (53%) said they always check product reviews before buying, compared with 38% of British women. They were also more likely to value expert opinion and seek advice on a certain product before making a purchase. 

While online channels are important for product discovery, offline recommendations still matter. Nearly six in 10 female Reddit users said they discover products through friends, family, or colleagues, and 52% said they find products while browsing in shops. 

Online advertising was the most effective ad channel among this group, with 60% saying it can grab their attention. 

The figures come from YouGov BrandIndex and YouGov Profiles data collected from UK adults.