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Social media agency Ignite has taken a closer look at Pinterest’s demographic data and compiled a profile of ‘those who pin’.

comScore says that the blossoming social curation site has over 4m registered users and is growing rapidly, while Google Ad Planner shows that nearly 1.5m people visit Pinterest every day – spending 14 minutes on the site on average. 

But rather than suggest ways for brands to use Pinterest tactically, it’s a far smarter approach to look at the types of people these users are – and whether Pinterest is an appropriate community in which to mingle.

Google Ad planner shows that users are:

  • Largely women (a 80% to 20% ratio). So there’s some truth to Matt Buchanan’s post on Gizmodo yesterday that proclaims Pinterest as “a Tumblr for ladies”.
  • Aged mainly between 25 and 44 (accounting for 55% of the group, 30% are 25-34, 25% are 35 – 44)
  • Just 25% of users have a bachelors degree or higher
  • The majority live off a household income of $25-75k

Experian Hitwise stats from December 2011 show that in the US at least, alongside the demographics, Pinterest users fall into three of its Mosaic lifestyle segments.

  • Boomers and Boomerangs – the baby boomer adults and the teenagers/young adults who live with them. This accounts for more than 10% of Pinterest visits, in which they might pin travel plans and imagery related to their online habits. They also live in older houses so might be tempted by DIY and home improvement content.
  • Babies and Bliss – the parents of large families (with five or more in their houses), and in their 30s and 40s. Mothers in this group tend to work full time and pride themselves on being computer literate. This group are ‘power shoppers with upscale tastes’ and value deals on high-quality products. They tend to pin things related to convenience, and so relate to brands that provide good online experiences, discounts and make lives easier.
  • Families Matter Most – this group includes young middle-class families with active lifestyles who are interested in things that allow them to juggle work and parenting effectively. This group is not interested in window-shopping however, like the Babies & Bliss group, it’s more likely to pin useful, practical things like easy recipes, child friendly activities and healthy living. 

Though stats such as these are not absolute, there’s a definite pattern that shows users tend to be drawn towards family life, home, food and activities – from three different viewpoints.

It’s not entirely surprising, as Pinterest’s curation tools are based on the concept of planning and organising your thoughts into different boards and categories, and those ‘nesting’ in the real world are likely to mirror this online.

Vikki Chowney

Published 25 January, 2012 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

249 more posts from this author

Comments (3)

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Francois Guay

Interesting study and probably very accurate. I have no doubt in my mind that Pinterest will be a huge success specifically in the markets you mention.

What fascinates me is where the visual aspect of a site like Pinterest will evolve new social media applications. On the horizon I now see visual communities of interest, linked by relationships and vouched for by people in their networks or recommendation apps. Kinda of Pinterest+LinkedIn+Esty+Klout.

over 4 years ago

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Louis Edwards

Very interesting demographics behind Pinterest users! Obviously it would be wise to take these into consideration when determining website marketing strategies for success. Who would have thought that users were so overwhelmingly women? And that they are mainly spending women with fair disposable income? On top of all this, they are commputer literate. Got anything to attract their interests?

almost 4 years ago

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Mike Smith

I'm a Pinterest fan, loved it from day one. I find it to be one of the very best ways to search for a site just by using the photo's people pin up. From a business point of view it has great potential in all manner of ways that will come to light as businesses develop new ways of using the service.
A part from that you have thousands of photo's of excellent quality and interest that keeps you looking for hours.
Great site great entertainment.

over 3 years ago

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