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Men and women use social media differently, according to Empathica, a customer interaction consultancy which specializes in retail clients. Empathic’s survey found more men citing looking for information as a primary goal (36%) than women (28%) when interacting with a retail brand through social channels. But the gender split among those looking to stretch their budgets was far greater: 47% of women say searching for coupons and promotions is their primary use, compared with 33% of men.