Pinterest users remain almost exclusively female, 84% stay active after 4 years (study)

In light of droning IPO rumors, a fresh Pinterest study reveals key insights into the pinboarding website — and it just might explain the company’s insane $3.8+ billion valuation.

A study of 50,000 random Pinterest users reveals that 92 percent of all “pins” are made by women, 84 percent of whom have been active ever since Pinterest first launched four years ago, RJMetrics claims. Although the study states that only 80% of Pinterest’s user base is female, RJMetrics claims only 8 percent of all pins are made by men.

Let’s jump to the charts:

share-of-pins-by-men

Pinterest’s user demographics are essentially the polar opposite of Google+, and the pin-board company’s large, highly specific user base could make it far more enticing to advertisers.

womens-pins-by-category

repins-by-domain

According to RJMetrics “the average active female user has made 158 pins” over the past year alone. The site hasn’t lost its stickiness after four years, and despite its horrible design, companies like Etsy, Urban Outfitters, Williams Sonoma, and West Elm are clearly benefiting from it enormously.

More information:

Pinterest is a social networking site with a visually-pleasing “virtual pinboard” interface. Users collect photos and link to products they love, creating their own pinboards and following the pinboards of other people whom they fi... read more »

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4 comments
Kate Gallagher
Kate Gallagher

Well if it wasn't originally meant to do that then good for them...they have a huge market of buyers that everyone wants.

Jason Nunnelley
Jason Nunnelley

I knew Pinterest was unique when I saw my wife using it. I'm pretty sure it's the only social media tool my wife used first, and one I still don't really get.