While men in the U.K. may hold a special place in their hearts for Pinterest (where gender is split more evenly with- 56% male and 44% female), the third most popular social network in the United States is widely considered to be a hangout for women.
A Pew Internet & American Life Project report confirms Pinterest’s reputation: according to a survey of more than 1,000 adults in the United States, nearly 20% of women using the internet are now on Pinterest compared to just 5% of men. All told, 12% of American internet users are on the image-based social network, which has surged in popularity in the past year.
“The Internet has always been a platform for creators and curators,” Pew Internet’s Joanna Brenner, co-author of the report, said in a statement. “Now, as social media services continue to grow and expand, the tools are more visual and social, and that seems to be attracting special audiences of early adopters.”
For marketers looking to reach female consumers, Pinterest’s demographics look pretty good. While, perhaps not surprisingly, Pew found that Pinterest’s relative reach is highest for users 18 to 29 years of age, the social network’s audience isn’t limited to teens and twenty-somethings: combined, 25% of internet users between the ages of 30 and 64 are using Pinterest.
In August, Pinterest opened its doors to the world, and Pew’s survey took place before that, so marketers investing in a Pinterest presence and Pinterest-based marketing campaigns will naturally want to keep an eye on if and how the social network’s audience changes as it grows.
They’ll also want to look for clues related to the company’s monetization plans. Pinterest is considered by many to be one of the best-positioned companies to take advantage of social commerce, and it’s hard to disagree when considering some of the numbers around the revenue generated by Pinterest clicks compared to other popular social networks like Facebook and Twitter.
‘In Q2 2011 Pinterest.com represented 1.2% of social media revenue for e-commerce sites. It now represents 17.4% and is quickly gaining on Facebook. (That shift from 1.2% to 17.4% is based on measurements we made across 40 of our client sites — most of which are top 500 internet retailers.) We project Pinterest will be responsible for 40% of social media e-commerce transactions by end of Q2 2012, reducing Facebook’s share to slightly under 60% from 86% a year ago.’
Currently, brands effectively have a free ride, and while the company may not move aggressively to change that any time soon, having raised over $100m from investors which include global ecommerce giant Rakuten, it seems all but certain that at some point sooner than later, Pinterest will try to capitalize on its popularity.
(NB. We are looking to feature Pintrest as a service on your Sendible Social Media Dashboard Pinterest does not have a publicly available API to allow third party tools to publish updates.
We are in touch with the folks at Pinterest and as soon as their API is released, we’ll be adding this feature to Sendible.
Source(s) www.econsultancy.com, http://pewinternet.org