Differences between Pinterest and other social networks
The social network Pinterest appeared in 2010, and by 2012 the number of its active users already amounted to more than 10 million. According to comScore, this figure became a record. Pinterest has become the fastest growing site in the world.
In 2018 alone, Pinterest had 250 million monthly active users, a third of whom lived in the United States. 80% of registered users lived in other countries. In addition, information emerged high school coaches email list about over 1.5 million companies registered on Pinterest, as well as over 175 billion generated pins.
The service has spread worldwide and continues to attract new users. Statista data for the second quarter of 2012 indicates that Pinterest had 300 million monthly active users.
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The social network itself does not provide precise statistics on its registered audience. But it is known that 83% of users are female. But at the same time, there are global statistics on users who at least once viewed pins and performed some manipulations with them. These users were:
70% women;
24% men;
6% of people did not indicate their gender.
The largest age category includes users aged 18 to 24. There are no more precise statistics. It is only known that the majority of Pinterest users live in the United States and English-speaking countries.
Pinterest target audience
It all depends on what exactly you are promoting and what target audience you are targeting. According to a survey of women aged 25 to 54, Pinterest plays an important role in the following cases:
83% use the platform for planning: searching for ideas for home decoration, organizing celebrations, countries to travel to;
According to 78% of users, branded content makes it easier to turn ideas into reality;
58% say pins on this social network help them make purchasing decisions;
51% of active women discover brands they didn't know about on Pinterest;
67% view their Pins while shopping online.
Thus, website promotion via Pinterest is recommended for those who want to enter the international market. Also, promoting an account in this social network is necessary for sellers whose target audience is women from the USA with an active lifestyle.
As early as 2013, three out of five users who pinned a product were planning to buy it, and one in five actually did. According to Pinterest statistics from 2015, the latest on purchasing power, the service’s users are indeed actively making purchases. Pinterest users made purchases on the site for an average of $58–$95. At the same time, the average check for a Facebook* user at that time was $55.
Statistics also tell other interesting things:
35% of women aged 34 to 55 who use Pinterest earn over $100,000 per month;
83% of users find brand content more interesting than content from celebrities;
87% of users have made at least one purchase thanks to P
Pinterest has a huge user base, and most of them are solvent people who use pins for shopping, inspiration, and to follow new products from brands.
All of this is true for the American and international markets. For this reason, Pinterest is primarily useful for large FMGG brands, and these companies are starting to master the social network. For example, Oreo’s account managed to attract 35,000 subscribers and over 100,000 viewers in a month.
As we have already said, the majority of Pinterest users are from the USA. In other countries, the situation with the audience is worse. If you have a beauty salon on the outskirts of the city or a furniture factory with delivery in one city, it is better to try to attract traffic through other channels. But if you are the owner of an online store that delivers goods throughout Russia, Pinterest will suit you just fine.