Latest study conducted by Professor Rebekah Russell-Bennett and Dr. Larry Neale from the Queensland University of Technology reveals that social networking platform Facebook is popular among males and females differently. They use various applications such as 'Superpoke', 'Mousehunt' and 'Scrabble' in different manner to interact on internet.

Men find it enjoying observing social competition while women tends to use networking applications as a way to express themselves. Professor Russell-Bennett said, "Facebook users want to possess and share cool applications that enhance their standing within their network of friends. For women this is about self-expression, for men it is about who is the best."

She further observed that organizations, from commercial point of view, always try to encourage people to refer their applications to their peers. However, they usually fail to get desired result despite spending a lot of money.

She adds, "Popular applications can attract tens of millions of views and uses per month, and given that applications are relatively cheap to develop and are distributed virtually cost-free, this makes them an attractive substitute to traditional advertising."