Skip to content


PINNERS BE PINNIN’: Pinterest demographic behaviours

PINNERS BE PINNIN’

http://blog.rjmetrics.com/2014/05/07/pinners-be-pinnin-how-to-justify-pinterests-3-8b-valuation/

“Who’s Pinning

It’s conventional wisdom that most Pinterest users are women, and we wanted to see if the data agreed:

Pinterest users are 80% female and 20% male. In addition, female Pinterest users are far more active than their male counterparts. 92% of all pins are made by women:

pins-by-gender

share-of-pins-by-men

While Pinterest has always been dominated by women, their percentage of total activity has actually grown from 87% to 94% over the past (almost) 3 years. As of April 2014, there are 15x more pins by women than by men.

What Are Women Pinning?

womens-pins-by-category

Aspirational Brands and Pinterest

repins-by-domain

When Are Women Pinning?

pinning-by-seasonality

We can zoom in even further and look at how pinning activity shifts by the hour. Here’s where we start to understand how firmly embedded Pinterest is in the lives of its users. First, we see pinning increase steadily throughout the day.

houly-pinning-activity

hourly-pins-top5-categories

32% of all pinning happens during during the core part of the work day, from 10am – 4pm, whereas 18% of all pinning happens in the evening, 9pm – midnight. What makes this data interesting is when we look at it compared to other social networks. Facebook traffic falls steadily after 3pm, as doesTwitter activity.

The Future of Pinterest

Our data so far has revealed how embedded Pinterest is in the lives of its users today, but we really want to know what the future holds. What’s next? A little over two years ago when we first analyzed Pinterest data, we were astounded by its low attrition rates. We wanted to see if these numbers were still holding up:

active-uses-by-membership

 Female users only get more active with time:

gender-pin-velocity-by-year

Stephen

Posted on: June 6, 2014, 6:13 am Category: Uncategorized

0 Responses

Stay in touch with the conversation, subscribe to the RSS feed for comments on this post.