For example, in 2012 Sinan Aral and Dylan Walker studied how a person’s friends influenced their choice of apps on Facebook. They found that within friendship pairings, women influenced men at a 45 per cent higher rate than they influenced other women, and over-30s were 50 per cent more influential than under-18s. They also showed that women were less susceptible to influence than men and married people were less susceptible than singles.
