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A new study conducted by Kenshoo and Resolution Media found that despite the fact that they make up a minority of Facebook users (42%), men produce 60% of all ad clicks on the social network.
They also cost less to reach as well, with the average CPM and CPCs for males being 16 cents and 51 cents, respectively, versus 20 cents and 68 cents, respectively, for females.
Marketers seem to be clued in to the male-female dynamic on the world's largest social network: they're allocating more of their Facebook budgets (53%) to males than they are to females (47%).
The study looked at 65bn Facebook ad impressions and 20m clicks over the course of the last year.
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