Who Is Actually Pinterested In This Stuff?

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Pinterest is certainly in the news these days. Our own Rebecca Appleton recently wrote about how to get up to speed on Pinterest. But who exactly is so interested in what Pinterest has to offer? What kind of people are spending time at the site and contributing to its chatter?

A recent infographic reveals something about Pinterest users, as well as how to make Pinterest work for you.

Not too surprisingly, the majority of users are female (87% female to 13% male). Pinterest initially attracted huge numbers of crafters, stay-at-home moms, and working women looking for varied — but still kind of traditionally female — items like recipes, crafting ideas, organizational tips, event planning, etc. Although male users have begun to see the utility of the site, it remains female-dominated. Even the official Pinterest “What Is Pinterest” description focuses on traditionally female interests — “Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes.”

What is interesting is that within this female demographic, there is a wide spread of users among the constituent age groups from 25 to 54 years of age. Each of the three segments in this range has a roughly equivalent percentage of women users. The group 25-34 years of age makes up 27% of female users; the 35-44 years of age group is 29%; the 45-54 years of age group is 24%. Such a wide interest range suggests that it is the structure of Pinterest that is appealing, not necessarily the content itself. A person may initially visit for one reason, but finds the idea behind the site appealing enough to wander around elsewhere or even to begin their own pinboard based on some topic that interests them. With the average user spending just under 100 minutes per month on the site, the opportunities for business can’t be ignored.

Take a look at the infographic (click on the infographic for a larger version), especially the tips at the bottom on how to make Pinterest work for you, and start to think about whether or not this could be an avenue for you to explore for your business.

 

Marketer's Guide To Pinterest: Pin It To Win It [infographic by MDG Advertising]

Infographicby MDG Advertising

About the Author

Frances Krug has worked in market research since graduating from UCLA with an MA and CPhil in Latin American history. As an editor and online content provider for the last 7 years, she currently is Associate Editor at iNET Interactive, where she also directs Search Marketing Standard's email marketing program.

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