Examining the Pinterest User

February 28, 2012

pinterest, social media


Statistics show that the vast majority of Pinterest users in the U.S. are female but there may be a rise of male users in the near future.

Pinterest, the new social media craze, allows a user to “pin” posts from other users onto virtual boards categorized to the users’ liking. Demographics show that in the U.S., popular user interests include crafts, gifts and special event items, hobbies and leisure, interior design, fashion designers and collections, and blogging resources and services. In general terms, it’s a site for American women who like clothes, weddings, crafts, and cute animals.

Users of Pinterest in the United States are 80 percent women, mostly between the ages of 25-34 and have some college education. This varies drastically from the typical user in the United Kingdom. More than half of the users in the U.K. are male (roughly 56 percent) and their interests differ from those in the U.S.

U.K. Pinterest audiences prefer venture capital, design, web stats and analytics, SEO and marketing, content management and public relations. Users do show interest in crafts and blogging resources similar to the U.S., but the ranking of these are very different.

It seems that males in the U.K. are onto something. If males in the U.S. began to use Pinterest more, users might see a drastic change. Will American men catch on or will Pinterest be left to the world of crafts, baking, fashion?

Some website designers have created a separate “Pinterest” for men called Gentlemint. Gentlemint is, according to its site, “… a mint of manly things.” Gentlemint has the same concept as Pinterest, except where Pinterest mainly has clothes, wedding ideas, crafts, and cute animals, Gentlemint has cars, sports, electronics and anything else deemed “manly.”

Small businesses have started using Pinterest as a source of advertising. Businesses started “pinning” their products on Pinterest in hopes of driving traffic to their site, and it’s working. Fashion retailers, food services and supply stores pin their products hoping users will continue shopping on their site. Not only do pins create traffic to business’s websites, Pinterest has partnered with Facebook and Twitter - allowing users to link their accounts and drive even more traffic to accounts with the business name on them. 

While men may or may not be catching on to this pinning craze, small businesses are certainly taking advantage of it. Maybe men are soon to follow.