| Action | Gender | Statistical distributions | ||
|
| Mean (S.D.) | Median | Significance | |
| Click (n = 768) | female (nf = 284) | 2.08 (1.231) | 2.00 | NS |
| male (nm = 138) | 2.01 (1.190) | 2.00 | ||
| Like (n = 768) | female (nf = 284) | 1.78 (1.139) | 1.00 | NS |
| male (nm = 138) | 1.68 (1.114) | 1.00 | ||
| Share (n = 768) | female (nf = 284) | 1.54 (0.945) | 1.00 | NS |
| male (nm = 138) | 1.49 (0.976) | 1.00 | ||
| Purchase (n = 422) | female (nf = 284) | 1.69 (1.057) | 1.00 | NS |
| male (nm = 138) | 1.66 (1.036) | 1.00 | ||