Facebook rules the branded social media roost, according to new research from Mindshare Canada that looked at the channels consumers are most likely to follow brands or products on.

The stats are part of Mindshare Canada’s latest Mindreader Study, which measured responses from 1,500 Canadians in English and French markets.

Women aged 18 to 34 were the highest users of social media for brands, products or companies across the board, with 35% of respondents agreeing to the statement that “brands say a lot about a person.” That demographic also reported being the most likely to look for products using social media channels, with 29% of respondents saying they went online to search.

Nearly three-quarters (73%) of women aged 18 to 34 reported using Facebook to follow or like a brand or product online, followed by women aged 35 to 54 and men aged 18 to 34.