Pinterest Demographic Data: The Marketers Guide to People Who Pin

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Unless you’re living under a rock, or started boycotting the internet when SOPA was first introduced last year, you’ve heard Pinterest is growing. But just how much traffic is Pinterest getting these days? According to ComScore, Pinterest has over 4 million users and is rapidly growing. Data from Google Ad Planner below shows nearly 1.5 million unique users are visiting Pinterest daily, and spending an astounding 14+ minutes on the site. While this is pocket change compared to behemoth Facebook’s ~500 million daily uniques and 23 minute visits (yes, I’ve heard other numbers, but need to compare apples to apples here…) this rapid growth , coupled with Pinterest’s focus on discovery suggests the growing network is not to be taken lightly by brands.

But before you dive in, let me remind you — we’ve written countless posts in the past detailing our approach to social media strategy, our process for developing a social media plan and our focus on the people when it comes to engaging on social networks – so I won’t bore you with a lecture on the importance of following the POST methodology. Instead, let’s look at when Pinterest might make sense as the T in your social media marketing plan based on the P’s who are using it.

Pinterest Demographics

Pinterest user demographics include women, ages 25-54. Only 25% of Pinterest users have earned a bachelors or higher degree and the majority live off a household income of $25-75K. Traffic and demographic data for Pinterest pulled from Google Ad Planner Pinterest users in the US are more likely to live in mid-west states than your typical social networker But understanding your audience is about more than just the demographics. Research shared by Experian Hitwise finds that Pinterest users skew towards the following Mosaic USA lifestyle segments, which gives us valuable insight into the psychographics of Pinterest users:

Boomers & Boomerangs

Boomers & Boomerangs in detail Who are they?
  • This two-group segment includes baby boomer adults and the teenage/young adult children who live in their home
  • Both groups are heavy internet users and account for more than 10% of Pinterest.com visits
What would they pin?
  • Online habits include domestic travel planning
  • They also tend to live in houses ~15 years old which suggests to me they would be interested in discovering and sharing DIY, remodel and home improvement style projects
Their boards might look something like this: As you can imaging, those in the travel industry (domestic) or craft and home improvement stores should see this as a potential opportunity should Boomers & Boomerangs fit within their target audience.

Babies & Bliss

Babies & Bliss in detail Who are they?
  • These are moms and dads of large families in their 30s and 40s – the majority of Babies & Bliss households have more than 5 people.
  • The moms in the group work full-time jobs and pride themselves in being Internet literate. As you can imagine, they appreciate the convenience of online shopping.
What would they pin?
  • These people are power shoppers with upscale tastes, however, they value deals on high-quality merchandise.
  • Convenience is key for this group. We can tell it in their shopping habits and every working mom can attest to never having enough time in the day.
Their boards might look something like this: As you can see, these ladies are looking for products that suit their life and that they can buy online. The perfect situation for online retailers? But not all retailers would fare well with them. Retailers that offer a high-fashion look at discount prices (think BlueFly.com or even Target) are the ones who have a chance of converting. Others, like Nordstrom, are likely to get the attention of window shoppers. Additionally, brands who offer convenience have the chance to make an impact with these busy moms. Think Amazon.com (as a potential opportunity for their Amazon Mom program) or Kraft Foods.

Families Matter Most

Families Matter Most in detail

Who are they?

  • This group includes young middle-class families with active lifestyles.
  • They pride themselves in adopting attitudes and routines that help them effectively juggle work and parenting.
  • They take their role as parents very seriously.
  • As “informed consumers”, they shop at stores they can afford like Target, Kohl’s and Old Navy.

What would they pin?

  • Looking to be the best parents they can be, this group might share parenting tips, kid-friendly activities and learning products.
  • An active lifestyle suggest they’ll be on the hunt for healthy lifestyle choices for themselves and their families including both food and physical activity.
  • Unlike the Babies & Bliss groups, these folks won’t even follow Nordstrom. They pride themselves on knowing better than to waste time window shopping.

Their boards might look something like this:

Brands that make learning toys might fare well in reaching this group on Pinterest – however, they’ll need to remember it’s about a lifestyle with this group. They’re not going to be interested in following a brand that shilling costly product all day long. More importantly when it comes to this audience, content producers like Food Network or The Bump should revel in the opportunity to get their content syndicated through pins.

53 Comments

Wescalmoore says:

January 25, 2012 at 3:34 pm

Learn what the ‘mid-west’ is. Only two of the ten states listed is technically considered the mid-west. 
Pinterest users in the US are more likely to live in the *Western or Southern states* than your typical social networker.

Judith says:

January 25, 2012 at 4:49 pm

Super useful info.  thanks!  As a new ‘pinner’ this are fascinating stats!

Judith says:

January 25, 2012 at 4:49 pm

Super useful info.  thanks!  As a new ‘pinner’ this are fascinating stats!

Judith says:

January 25, 2012 at 4:49 pm

Super useful info.  thanks!  As a new ‘pinner’ this are fascinating stats!

SEM Services says:

January 25, 2012 at 5:18 pm

Great post!  Pinterest is a fun and easy to use social media site!

Britton Edwards says:

January 25, 2012 at 6:46 pm

It’s interesting WHERE the users live. 

Britton Edwards says:

January 25, 2012 at 6:46 pm

It’s interesting WHERE the users live. 

Matt says:

January 25, 2012 at 7:09 pm

Great stuff, Erin.

AlissaSheley says:

January 26, 2012 at 3:43 pm

Great post with supporting data. I’ve noticed lots of the people I’m following (majority in the 25 – 34 age range) are posting stuff about weddings, events, and their perfect house. All of the things that are near-term mile-stones in our lives.

AlissaSheley says:

January 26, 2012 at 3:43 pm

Great post with supporting data. I’ve noticed lots of the people I’m following (majority in the 25 – 34 age range) are posting stuff about weddings, events, and their perfect house. All of the things that are near-term mile-stones in our lives.

AlissaSheley says:

January 26, 2012 at 3:43 pm

Great post with supporting data. I’ve noticed lots of the people I’m following (majority in the 25 – 34 age range) are posting stuff about weddings, events, and their perfect house. All of the things that are near-term mile-stones in our lives.

AlissaMenke says:

January 26, 2012 at 3:43 pm

Great post with supporting data. I’ve noticed lots of the people I’m following (majority in the 25 – 34 age range) are posting stuff about weddings, events, and their perfect house. All of the things that are near-term mile-stones in our lives.

Nadir Ahmad Shah says:

February 2, 2012 at 10:08 am

I think Pinterest offers great untapped value in the hands of brand owners as well. The demographics highlighted by you and the example youve given are good because it shows that if I was a fashion designer or an interior decorator for example, I could showcase my stuff here that these Pinterest Users could look at.
Thats why I see great potential in Pinterest as a strong marketing tool  

iamnadir says:

February 2, 2012 at 10:08 am

I think Pinterest offers great untapped value in the hands of brand owners as well. The demographics highlighted by you and the example youve given are good because it shows that if I was a fashion designer or an interior decorator for example, I could showcase my stuff here that these Pinterest Users could look at.
Thats why I see great potential in Pinterest as a strong marketing tool  

Dean Vella says:

February 6, 2012 at 11:15 pm

Great information. I haven’t had a chance to work with pinterest yet, but I plan on it. It looks like another fast growing social media opportunity. With that kind of growth it seems like its a good site to include in your social media strategy.

Marianne says:

February 10, 2012 at 7:40 pm

Hi Erin: great article! I just wanted to double-check something. The filename for the Age chart (first one under Demographic Data) is named “reddit-age-data.” Is this the correct chart? Did the name get mixed up somehow?

Anonymous says:

February 20, 2012 at 5:09 pm

Hey Marianne – Great catch. Looks like the wrong image. I’ve updated. Thanks!!
-Erin

Erin_L says:

February 20, 2012 at 5:09 pm

Hey Marianne – Great catch. Looks like the wrong image. I’ve updated. Thanks!!
-Erin

Sarah says:

March 14, 2012 at 11:27 am

Very interesting and informative post Erin, Thank You. I have not yet myself become a “pinner” but I am very interested to see how it takes off and the changes that will come. Need to do some more research to see if it’s something I can benefit from.

Sarah says:

March 14, 2012 at 11:27 am

Very interesting and informative post Erin, Thank You. I have not yet myself become a “pinner” but I am very interested to see how it takes off and the changes that will come. Need to do some more research to see if it’s something I can benefit from.

Jorgen Poulsen says:

March 24, 2012 at 12:27 pm

Chill out please. You comment adds no value at all.

Jorgen Poulsen says:

March 24, 2012 at 12:27 pm

Chill out please. Your comment adds no value at all.

Jorgen Poulsen says:

March 24, 2012 at 12:29 pm

Great stuff Erin.

Two questions

1) is any country stats available
2) what’s the definition of affinity

Keep up the good work :)

Jorgen

Jorgen Poulsen says:

March 24, 2012 at 12:29 pm

Great stuff Erin.

Two questions

1) is any country stats available
2) what’s the definition of affinity

Keep up the good work :)

Jorgen

Joseph Allen says:

March 24, 2012 at 5:35 pm

Since when do geographic demographics add “no value” to target marketing?

Kimberaston says:

March 27, 2012 at 2:49 am

Nice information here, should help me in finding the right pinterest niche for me!

Anonymous says:

March 29, 2012 at 2:46 pm

Hi Jorgen — Great questions!

1. The only data I’ve seen about Pinterest use in other countries is around the stark differences between the users in the UK vs. users in the US (The infographic does a good job of breaking it down: http://laurenkgray.com/2012/02/13/pinterest-data-in-the-us-vs-the-uk-infographic/) Basically, users in the UK skew younger, higher income, and MALE. Their interests reflect that of a businessman.  (Not knowing the volume of Pinterest users in the UK compared to the US, I’d place bets on the fact that Pinterest is just a new shiny object in the UK at this point and that the “users” are really marketers and early adopters testing it out — the profile is surprising close to the early adopters of Google + and we all see how that played out…)

2. Well here’s what Dictionary.com says: http://dictionary.reference.com/browse/affinity. When we talk about affinity groups we mean people who have a strong, shared interest.  Is that what you’re asking? Or you have affinity for something, say DIY projects, I mean you have an interest in DIY projects.

-Erin

Erin_L says:

March 29, 2012 at 2:46 pm

Hi Jorgen — Great questions!

1. The only data I’ve seen about Pinterest use in other countries is around the stark differences between the users in the UK vs. users in the US (The infographic does a good job of breaking it down: http://laurenkgray.com/2012/02/13/pinterest-data-in-the-us-vs-the-uk-infographic/) Basically, users in the UK skew younger, higher income, and MALE. Their interests reflect that of a businessman.  (Not knowing the volume of Pinterest users in the UK compared to the US, I’d place bets on the fact that Pinterest is just a new shiny object in the UK at this point and that the “users” are really marketers and early adopters testing it out — the profile is surprising close to the early adopters of Google + and we all see how that played out…)

2. Well here’s what Dictionary.com says: http://dictionary.reference.com/browse/affinity. When we talk about affinity groups we mean people who have a strong, shared interest.  Is that what you’re asking? Or you have affinity for something, say DIY projects, I mean you have an interest in DIY projects.

-Erin

Anonymous says:

March 29, 2012 at 2:55 pm

Hi Joseph – You’re right. Demographic data is important. It certainly adds value, especially when it comes to narrowing your focus around a single audience. (I like to cook and so does my grandmother — but you certainly wouldn’t market to both of us in the same way.) 

The point I’m trying to make here though is that we have to go far beyond demographic data, understanding the psychographics of our audience in order to connect with them them on a deeper level. The other side of that coin is that just because a person fits the demographic profile of our audience, doesn’t necessarily mean they ARE our target audience.  -Erin

Erin_L says:

March 29, 2012 at 2:55 pm

Hi Joseph – You’re right. Demographic data is important. It certainly adds value, especially when it comes to narrowing your focus around a single audience. (I like to cook and so does my grandmother — but you certainly wouldn’t market to both of us in the same way.) 

The point I’m trying to make here though is that we have to go far beyond demographic data, understanding the psychographics of our audience in order to connect with them them on a deeper level. The other side of that coin is that just because a person fits the demographic profile of our audience, doesn’t necessarily mean they ARE our target audience.  -Erin

Alex.Conversation says:

April 9, 2012 at 11:25 am

Great info! Thanks!
Has somebody found any info on demographics within Europe, of course for Pinterest.. ?

Anonymous says:

April 12, 2012 at 5:44 pm

Alex – Here’s some Comscore data on adoption in Europe: 
http://www.comscoredatamine.com/2012/02/is-pinterest-the-next-big-social-network-in-europe/  You’ll notice the hockey stick shape growth we’re seeing in the US is not happening in Europe. At least not yet. Given the spikes and then quick drop-off shown in both the UK and France, it makes me wonder whether Pinterest will actual catch on, or if it’s just a shiny new object for those users.  That said, the Comscore data is about 3 months old and the biggest spikes in the US took happened over a 3 month period so it’s definitely something to keep an eye on! 

Erin_L says:

April 12, 2012 at 5:44 pm

Alex – Here’s some Comscore data on adoption in Europe: 
http://www.comscoredatamine.com/2012/02/is-pinterest-the-next-big-social-network-in-europe/  You’ll notice the hockey stick shape growth we’re seeing in the US is not happening in Europe. At least not yet. Given the spikes and then quick drop-off shown in both the UK and France, it makes me wonder whether Pinterest will actual catch on, or if it’s just a shiny new object for those users.  That said, the Comscore data is about 3 months old and the biggest spikes in the US took happened over a 3 month period so it’s definitely something to keep an eye on! 

Bill Abramovitz says:

April 20, 2012 at 12:50 pm

Fascinating piece. I wonder how these demographics will shift in the coming year or two as more  people participate in Pinterest?

Bill Abramovitz says:

April 20, 2012 at 12:50 pm

Fascinating piece. I wonder how these demographics will shift in the coming year or two as more  people participate in Pinterest?

MaryColeman says:

July 30, 2012 at 4:19 am

I just read a data a while ago that most users of Pinterest are females. Is that shows that Pinterest if for female only? :)

MaryColeman says:

July 30, 2012 at 4:19 am

I just read a data a while ago that most users of Pinterest are females. Is that shows that Pinterest if for female only? :)

Eric says:

August 31, 2012 at 11:08 am

Any idea where I can find stats for Europe?

Anonymous says:

September 7, 2012 at 2:12 pm

Hi Eric — Here’s some Comscore data that might help: http://www.comscoredatamine.com/2012/02/is-pinterest-the-next-big-social-network-in-europe/ though it’s a bit dated.

Erin_L says:

September 7, 2012 at 2:12 pm

Hi Eric — Here’s some Comscore data that might help: http://www.comscoredatamine.com/2012/02/is-pinterest-the-next-big-social-network-in-europe/ though it’s a bit dated.

Robert Benwell says:

November 25, 2012 at 8:51 pm

There are many people who tries their best to become successful on their business, that is why they try their best to use those effective techniques, so that they can able to achieve their dreams.

Chelsey Harmon says:

December 12, 2012 at 5:13 pm

Hi Erin,

Could you elaborate a bit more on what affinity means specifically on the gender and age Pinterest demographics graphs? For example, what would the difference between a 3.9x affinity for ages 25 – 34 and a 2.7x affinity for ages 35 – 44 indicate?

Many thanks!
Chelsey

Chelsey Harmon says:

December 12, 2012 at 5:13 pm

Hi Erin,

Could you elaborate a bit more on what affinity means specifically on the gender and age Pinterest demographics graphs? For example, what would the difference between a 3.9x affinity for ages 25 – 34 and a 2.7x affinity for ages 35 – 44 indicate?

Many thanks!
Chelsey

Anonymous says:

December 14, 2012 at 3:40 pm

Sure. Affinity in this sense is a Google Ad Planner metric that refers to how much more likely the particular audience is to visit the site in question (in this case, Pinterest) than the average internet user. Here’s a bit more detail: http://support.google.com/adplanner/bin/answer.py?hl=en&answer=140502

-Erin

Erin_L says:

December 14, 2012 at 3:40 pm

Sure. Affinity in this sense is a Google Ad Planner metric that refers to how much more likely the particular audience is to visit the site in question (in this case, Pinterest) than the average internet user. Here’s a bit more detail: http://support.google.com/adplanner/bin/answer.py?hl=en&answer=140502

-Erin

Chelsey Harmon says:

January 21, 2013 at 8:09 pm

Thank you Erin. This information is very helpful!

Chelsey Harmon says:

January 21, 2013 at 8:09 pm

Thank you Erin. This information is very helpful!

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