92% of Pinterest Pins are made or shared by women.
Let that sink in for a moment.
Following its $3.8 billion valuation, RJMetrics have analysed Pinterest’s user-base and found that the platform is incredibly female-dominated.
Roughly 70-80% of all active users are women, with the number of male users/pins rapidly declining since July 2011. Currently, the activity is at a ratio of 15:1, women to men.
AdWeek have dissected the user statistics for Pinterest – the infographic can be found here. Here are the highlights.
Pinterest’s female heavy user base is even more compelling when you consider the following. Though no definitive study could pin down an exact figure, the consensus is that women control the majority of spending in households. In the US, this figure is touted at being 70-80% of households where the woman controls or dictates spending. Another study suggests that, globally, women control 65% of spending.
Another states that women “make the final decision for buying 91% of home purchases, 65% of the new cars, 80% of health care choices, and 66% of computers.”
Regardless of their exact spending power, the fact is that Pinterest is dominated by women, making it a less diverse platform for marketers to target than the likes of Instagram, Facebook and Twitter. These users are more likely to have disposable income, and therefore more purchase power. But there’s more.
Check your calendars. It’s not far away is it? The biggest single event that motivates shoppers, domestic travel and seasonal celebration. Christmas is edging closer, and with it, the annual swelling of spending. Estimates for this year suggest UK consumers will spend anywhere from £13bn online alone, to £72.7bn in total between mid-November and the end of December. WebLoyalty suggest this figure will be a 2.7% increase on 2013, with the average consumer spending £443 on presents, celebrations and travel.
The modern Christmas shopper doesn’t just buy online, though. Browsing for ideas is something social media plays a part in, with 50% of festive shoppers using the likes of Pinterest and Facebook for present inspiration, as well as product recommendations. This time of year is when consumers will be most impressionable, as they scour the web for ideas and reviews.
At A Glance
Brands that make the most of this information include fashion retailer ASOS, who boast more than 218,000 followers. Their “ASOS <3s Holidays” board, exclusively pinned with their seasonal stock, has more than 203,000 followers. Their boards feature products for the audience to add to their wish-list, and buy for their friends, family and loved ones. All of ASOS’s boards are carfully curated and feature brand imagery to maintain tone and a sense of engagement in their rapidly growing audience.
TopShop’s 2013 campaign, “Dear TopShop”, was based solely on Pinterest and invited users to create a mood board of their perfect Christmas day. Judges selected boards to win Shopping sprees worth up to £500, placing the brand at the forefront of users’ Christmas shopping plans. They now have over 91,000 followers.
Inevitably, this year’s first truly viral Christmas content – John Lewis’ Monty the Penguin – has a mood-board on the platform, with 6,634 followers (8,997 followers for the brand on the whole). This board has a selection of items available in John Lewis stores, with designs featuring the popular penguin.
Since Pinterest began to serve Promoted Posts, brands have the opportunity to target audiences on the platform much like they do on Facebook and Twitter. According to Pinterest product manager, Jason Costa, “We’ve added a do-it-yourself Promoted Pins tool so businesses of any size can promote their Pins to reach more people and get visits back to their website… These Promoted Pins will be available on a cost-per-click basis.”
The difference is that, for the most part, Pinterest Users are a lot less resistant to the advertisements.
“We’ll tell you which of your Pins and boards are driving the most impressions, clicks and repins,” Costa said. “We’ll also clue you into Pins that drive engagement and Pins with high search quality rankings.”
83% of Pinterest users would rather follow a brand than a celebrity, while 73% would sooner follow a beauty product brand than a make-up artist. The writing on the board is that Pinterest is a brand-friendly, female-centric platform that makes a difference this Christmas.
Over To You
What do you think? Is Pinterest a part of your marketing strategy this Christmas?