71% of Pinterest users are women. And according to a blog post we published in December (Insights You Can’t Get from Social Media Monitoring), Pinterest’s most active users tend to be younger women who are homeowners, are currently employed, and 44% have children. They are more likely to own a tablet computer, enjoy cooking, and consult online reviews before buying. Pinterest recently began selling ad space to marketers in the form of “promoted pins,” which companies can use to target particular users. Since only 29% of the audience are males, Pinterest is likely missing out on a large portion of potential advertising revenue.
In a CivicScience report published today, we uncover insights about the potential male Pinterest user, including males with accounts who can be persuaded to use the site more often or males who might be convinced to sign up for the social platform.
Of the 19,921 men asked, only 6% are current, active users, logging in at least weekly. The 10% of potential male users are a very valuable group – it’s the men who don’t use the site regularly (just a few times a year) and those who used to use the site, but have since quit. This potential male user can be seen as a “persuadable” user, meaning this group of individuals would be the most likely to convert to a regular user or to join the social site once again.
Below are a few of the report highlights:
- Current male Pinterest users and potential male users both are more likely to use other social networking sites.
- Current male users are more likely to favor image and video-based social sites, while potential male users are more likely to favor content and messaging social sites.
- Both current and potential users share their top two interests with each other – electronics and technology and TV and movies.
- Potential male users are 22% than likely than the current users to closely follow trends/events in music.
- Potential male users put a very high importance on ongoing learning and education as well as books and travel.
There are some important differences when comparing current and potential male Pinterest users to the general population, especially when it comes to their interests. In order for Pinterest to grow their male user base, the social site needs to make changes that appeal to the “potential” male user while continuing to create a favorable, sticky experience for their current male users. The full report gives more details on the demographics, interests, and behaviors of both segments.
(Note that Pinterest was not involved in the production of this report in any way; this report uses data available to InsightStore™ subscription clients.)