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Pinterest Demographic Data: The Marketers Guide to People Who Pin

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?

What would they pin?

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?

What would they pin?

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?

What would they pin?

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.