Friday, April 13, 2012

Who does use PInterest?

Experian Hitwise stats show that in the US Pinterest users fall into three of its Mosaic lifestyle segments.

Boomers and Boomerangs – the baby boomer adults and the teenagers/young adults who live with them. This accounts for more than 10% of Pinterest visits, in which they might pin travel plans and imagery related to their online habits. They also live in older houses so might be tempted by DIY and home improvement content.

Babies and Bliss – the parents of large families (with five or more in their houses), and in their 30s and 40s. Mothers in this group tend to work full time and pride themselves on being computer literate. This group are ‘power shoppers with upscale tastes’ and value deals on high-quality products. They tend to pin things related to convenience, and so relate to brands that provide good online experiences, discounts and make lives easier.

Families Matter Most – this group includes young middle-class families with active lifestyles who are interested in things that allow them to juggle work and parenting effectively. This group is more likely to pin useful, practical things like easy recipes, child friendly activities and healthy living.

The most important and interesting thing is that Google Ad planner shows Pinterest with an 80 percent female and 20 percent male demographic.

I am far from being a power-user but I can see that my use will increase. If you want to look at the stuff I collect Amazingly, Pinterest has already overtaken Linkedin for traffic volumes and from what Hitwise suggests an important group are older than younger. Dick Stroud

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