Women spend more time online than men globally and are more active online shoppers in the US. They also dominate social media usage, spending more time than men on social networks like Facebook and Twitter. Specifically, moms are heavy users of social media and blogs and their social media usage has been growing. However, women currently lag behind men in smartphone usage. As women's engagement with social media increases, it will have a significant impact on digital advertising and how companies should measure their marketing effectiveness.