US Pinterest users will climb by 15% this year
02 June 2014
The number of US Pinterest users is expected to climb by 15% this year, reaching 40.1 million consumers, or 15.9% of the population, according to new research from eMarketer.
Women will make up a majority of this group, with 34.1 million female users accounting for 85% of the total audience.
Polling in March 2014 by AcuPOLL Precision Research for Ahalogy found similar results.
Nearly four in five US Pinterest users aged 15+ who had logged on to the platform at least once in the month prior to polling were women.
However, Ahalogy did note that males had been 36% more likely to join Pinterest than females in the six months leading up to the study.
But while eMarketer expects the number of male Pinterest users to outpace growth in female users through 2016, the demographic will increase its share of the total audience by just 2 percentage points between 2014 and 2016.
Last year, Pinterest announced that it would be launching and testing ‘Promoted Pins’ for free, and according to Ahology’s report, most users didn’t have negative feelings towards them.
Nearly three-quarters of users aged 15 and older who had logged on to Pinterest at least once in the past month were either neutral towards the posts or didn’t mind them, in comparison to around one-quarter who hated them.
Those who felt negatively towards the ‘Promoted Pins’ felt that they simply did not like or want to see ads.
In mid-May, the social network announced that it would begin testing paid ‘Promoted Pins’, with brands such as Banana Republic and Kraft Foods (popular brands among females) to run campaigns in the coming months.
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Laura Bracher, London