Top Pinterest Demographics That Matter to Social Media Marketers

Top Pinterest Demographics That Matter to Social Media Marketers. Boasting some 150 million users, the once cutesy platform has morphed into a social media powerhouse, popular amongst individuals and businesses alike. In fact, according to a 2016 Pew Research study, of all adults online in the U.S., 45 percent of women use Pinterest compared to only 17 percent of men. From weddings to trip planning, these curated boards subtly position L’Oreal’s products as event must-haves. At the time of writing the board has earned an astonishing 930,000 followers. Given its popularity with millennials, Pinterest is an especially great tool for reaching this demographic. The study also showed that: 80 percent of millennials say Pinterest helps them find things they want to buy 72 percent of millennials use the visual pinboard to connect with the brands they love 71 percent of millennials turn to the platform for recommendations on what to buy For brands, educational content—like how-to Pins or step-by-step Pins—is a great way to engage millennials looking to try something new. According to the Schullman Research Center’s 2016 Millionaire Trilogy, 49 percent of millennials plan on becoming wealthy (compare that to only six percent of Gen Xers and 14 percent of Boomers). The Pew Research Center found that a combined 64 percent of Pinterest users live in a city or ‘burb, while 25 percent live in rural areas. Brands like Aritzia and American Apparel are excellent examples of brands using Pinterest to tap into the urban dweller’s escapism dream.

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Pinterest demographics

It’s official, Pinterest is now a bonafide social media star. Boasting some 150 million users, the once cutesy platform has morphed into a social media powerhouse, popular amongst individuals and businesses alike. And considering it only debuted in 2010, it’s done so with astonishing speed.

Long adored by brides-to-be and foodies, Pinterest is now much more than a storage space for wedding plans and recipes. Today, the virtual pinboard houses over 75 billion ideas representing all types of users and content—from millennials pinning gift guides to music aficionados sharing their favorite YouTube playlists.

Ideas are the primary reason people go to Pinterest. Increasingly though, folks are also turning up to shop. And oh how they shop. According to a Millward Brown Study, 87 percent of Pinners have purchased something they’ve seen on Pinterest, while 93 percent plan to do so.

Also take stock of the fact that two-thirds of Pins now showcase a brand or product. Yep, Pinterest means big business for brands. And chances are we’ll see more of this trend as Pinterest makes it easier and easier to shop from virtually anywhere.

But just who are these millions of Pinners making Pinterest a success? For any social media maven, gaining smart insights into Pinterest demographics is critical. So sit back, here’s all you need to know about who’s buying on Pinterest now.

Pinterest gender demographics

While increasingly popular amongst the fellas, Pinterest is still very much a lady’s game. In fact, according to a 2016 Pew Research study, of all adults online in the U.S., 45 percent of women use Pinterest compared to only 17 percent of men.

As for the top goods catching the eye of female Pinners? Food, home decor, and clothing rank as the most popular. Interestingly, women are also heavily using Pinterest to help plan out their futures.

Millward Brown’s 2016 study found that Pinners were 47 percent more likely to be planning for a life event (think weddings or trips) within the next six months. What’s more, a remarkable 96 percent of active Pinners use Pinterest for their planning research.

For businesses trying to reach women on Pinterest, look at ways to use your brand to help facilitate the Pinner’s planning. Beauty powerhouse L’Oreal is a great example of a brand using Pinterest to do just that with its life-event boards. From weddings to trip planning, these curated boards subtly position L’Oreal’s products as event must-haves.

Top Pinterest Demographics That Matter to Social Media Marketers | Hootsuite Blog
Image via L’Oreal on Pinterest.

L’Oreal also frequently partners with beauty influencers and other lifestyle brands on various life-event boards to broaden their reach. In their summer collaboration with popular stylist Katherine Accettura, L’Oreal cleverly positioned their products as the ‘look of summer’ through a series of 97 playful Pins. At the time of writing the board has earned…

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