Pinterest Demographic Data: The Marketers Guide to People Who Pin

Posted by | Social Networks

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 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 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 (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.