Key findings:
- Reddit’s userbase among UK women has increased from 11% to 19% in the past four years.
- Over eight in ten (85%) of women who use Reddit are Gen Z or Millennials.
- Women who use Reddit are also more likely to check information, value expert opinion and get advice before making a purchase.
- 60% of British women who use Reddit say online advertising can catch their attention, while product discovery also spans recommendations, retail stores and other offline sources.
Reddit use among UK women has grown notably in recent years. Although men are still more likely to be the platform’s users, new analysis of YouGov BrandIndex data shows that women have been gaining ground.
Reddit’s rapid growth among women
In September 2022, 11% of UK women had visited Reddit in the previous 30 days. Four years later, that figure had risen to 19% – an eight-percentage-point increase.
Among UK men, the equivalent figure rose from 20% to 26% over the same period, a six-point increase. As a result, while men continue to be more likely than women to use Reddit, the gap between the two groups has narrowed from nine points four years ago to seven points now.
Men currently make up 60% of Reddit’s UK users, while women account for 40%, according to YouGov Profiles.
But, who are the women causing this sizable uptick in Reddit’s users, and what distinguishes them as consumers?
Women who use Reddit are overwhelmingly Gen Zers and Millennials
YouGov Profiles data shows that women who use Reddit skew considerably younger than British women overall. Currently, 85% are Gen Z (45%) or Millennials (40%), compared with 17% and 27% respectively among British women overall.
They also tend to be heavier social media users. A third (32%) of women who use Reddit spend more than two hours a day on social media, compared with 20% of British women overall. At the other end of the scale, they are less likely to spend 30 minutes or less on social media (16% vs. 26%).
Product discovery happens across online and offline channels
With their heavy social media use it is perhaps natural that women Reddit users find new things to buy through digital channels, and the data backs this up.
They are more likely than the female population overall to discover products through influencers or bloggers (35% vs. 22%), product reviews (38% vs. 30%), search engines (51% vs. 44%), online marketplaces (35% vs. 28%) and online advertising (34% vs. 28%).
However, they are not exclusively digital – also being more likely to find new products through a number of offline sources. Nearly six in ten (59%) discover them through friends, family or colleagues’ recommendations (vs. 51%) and over half (52%) discover products while browsing retail stores (vs. 46%).
They like to get advice before purchasing
YouGov’s analysis also finds that female Reddit users are also more likely to check information and get advice before buying. More than half (53%) say they always check product reviews before purchasing, compared with 38% of British women overall.
Similarly, they are also more likely to value expert opinions (74% vs. 60%) and get advice before buying new things (72% vs. 62%).
Advertising channels: Online dominates, but others still play a role
British female Reddit users’ digital tendencies also show when it comes to advertising channels. Online is the channel most likely to catch their attention (60% vs. 52% of British women overall).
However, while TV is a distant second, three in ten (29%) still say it is an effective way to reach them (though, notably, this is a significantly lower proportion than the female population as a whole at 38%). In-store promotions follow closely behind (26% vs 20%), followed by billboards (21% vs. 17%) and podcasts (14% vs. 10%).
So, Reddit’s growing female audience in Britain is young and highly engaged with social media, but their consumer journey extends well beyond digital channels. They discover products across a broad mix of touchpoints and are also more likely to seek reviews, advice and expert opinion before buying.
Methodology:
YouGov BrandIndex collects data on thousands of brands every day. Reddit’s Current Customer score is based on the question: Have you visited any of the following websites in the past 30 days? and answered for Reddit. Scores are reported as percentages, based on daily surveys of UK adults. Data is weighted by age, gender, region, social grade, and ethnicity using a raking methodology. Figures are shown as a 52-week moving average between 1 September 2022 to 31 August 2026.
YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between September 2025 and September 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.
Image credits: Getty Images
