Guess what? Gender is still the main defining factor for users of the visual social network Pinterest.
“Pinterest quickly attracted a substantial audience of committed users, and marketers are more interested in it than ever with the promise of social commerce on the horizon,” reports eMarketer. “But women are still the site’s main audience, with male internet users in the US avoiding the network en masse.”
The hoary details? Spring polling from the Pew Research Center revealed that 44 percent of female internet users in the U.S. are also users of Pinterest. Among male internet users? Make that share a measly 16 percent.
It should come as no surprise. While national stats show men are spending more time in the kitchen these days, Pinterest is still a place where more women congregate to talk cooking, crafts, and kid stuff.
“No other demographic characteristic had such a major effect on Pinterest usage,” adds eMarketer. “Though older adults were less likely than their millennial and Gen X counterparts to spend time on the image-oriented site, the differential was closer to a factor of two than to a factor of three. And usage rates were comparatively even depending on income or ethnicity/race.”
Pinterest probably shouldn’t mind. Women are big internet buyers, and the site’s recent addition of “Buyable Pins” could strike a chord with its largely female audience.
According to eMarketer, 47.1 million US internet users will use Pinterest monthly this year.