BlogHer Annual Study (2012)
81% of women said the trusted Pinterest
47% said they acted on Pinterest and made purchase
Pinterest accounted for 3.6% of referral traffic, while Twitter just barely edged ahead of the newcomer, accounting for 3.61% of referral traffic. In July 2011, Pinterest accounted for just 0.17% of referral traffic, proving the site’s blockbuster growth.
YouTube also saw more referral traffic in January than December, rising from 0.98% to 1.05%. Shareaholic suggests the Sh*t Girls Say meme may explain this increase in referrals.
Despite the increased integration of Google+ into Google products, the social network lost some referral traffic in January, falling from 0.24% of referrals to 0.22%. Google — encompassing search, news, images and Gmail — also saw its referral traffic decline from 3.69% to 3.62% in the past month.
If you’re still reluctant to explore Pinterest, consider this your final wakeup call: Pinterest’s unique monthly visitors tops 11 million, making it the fastest standalone website to surpass the 10 million mark (as opposed to Google+, for example, which is tied to Google), according to comScore.
Pinterest is a virtual pinboard, in which users share the stuff they find online by “pinning” the items to their board (or boards). Other users can then view, comment and share those items.
The comScore report, which TechCrunch covered this morning, says that the average Pinterest user spends 98 minutes on the site each month, a time that only Facebook and Tumblr beat. The typical Pinterest user is an 18- to 34-year-old, upper-income woman from “the American heartland,” as TechCrunch puts it.
Average Minutes Per Visitor (Jan 2012)
87% of Pinterest users are women
80% of users fairly evenly distributed between 25-54
2.2 MIllion Daily Users
12 Million Monthly
28% of users have a household income of $100k+
50% of users have kids
Out of the top 300 online retails sites, about 28 had Pinterest pins.
Daily Users have increased by more than 145% since the start of 2012
American Pinterest Users Education:
62% Some College
18% Bachelors Degree
9% High School
6% Graduate Degree
5% Less Than HS Diploma
US Audience Interests:
Gifts and Special Event Items
Hobbies & Leisure
Fashion Designers & Collections
Blogging Resources & Services
Pinterest retains and engages users two to three times more efficiently as Twitter did at the same age.
Etsy is Pinterest’s top source of photos. Google is second, followed by FlickR, Tumblr and WeHeartIt.com.
Top Corporate Pinterest Boards
* Etsy (53,784 followers)
* Real Simple (34,517 followers)
* HGTV (17,824 followers)
* Kate Spade (16,371 followers)
* Better Homes and Gardens (15,127 followers)
* Whole Foods (14,217 followers)
* ModCloth (11,813 followers)
* West Elm (11,547 followers)
* Nordstrom (9,886 followers)
In May 2011, an average Pinterest visitor spent 13.7 minutes per month on the site. In January 2012, each Pinterest visitor spent an average of 97.8 minutes per month on the site.
Pinterest is retaining and engaging users as much as two to three times as efficiently as Twitter was at a similar time in history.
More than one-fifth of Facebook-connected users are on Pinterest daily (which represents more than 2,000,000 members).
Top areas of the country for Pinterest users: East South Central (Mississippi, Alabama, Kentucky, Tennessee) and West North Central (Minnesota, Iowa, Missouri, Nebraska, South Dakota and North Dakota).
According to business intelligence firm RJ Metrics, 17.2% of all pinboards are categorized under Home, followed by Arts and Crafts (12.4%), Style/Fashion (11.7%), Food (10.5%) and Inspiration/Education (9.0%). Of those, food is the fastest-growing category. It’s also the category that gets the most repins, generating on average more than 50% repins than the second most reshared category, Style and Fashion.
The study also identified the most popular board names on Pinterest. More than 3% of all boards are titled “For the Home,” followed by “My Style,” (1.97%), “Products I Love” (1.86%), “Books Worth Reading” (1.68%) and “Food” (1.23%). (UPDATE: One of our commenters pointed out that the first three of these are default boards Pinterest gives users when they sign up.) Interestingly, pinboards about products tend to generate the most “likes” from users.
More than 80% of all pins are repins.
Online crafts marketplace etsy.com is the most popular source for pins, accounting for a little more than 3% of all content on the site. Google.com, flickr.com, tumblr.com and weheartit.com round out the top five sources.
Top 10 Categories on Pinterest
1. Home (17.2%)
2. Arts and Crafts (12.4%)
3. Style/Fashion (11.7%)
4. Food (10.5%)
5. Inspiration/Education (9.0%)
6. Holidays/Seasonal (3.9%)
7. Humor (2.1%)
8. Products (2.1%)
9. Travel (1.9%)
10. Kids (1.8%)
10 Most Popular Board Names on Pinterest
1. For the Home (3.15%)
2. My Style (1.97%)
3. Products I Love (1.86%)
4. Books Worth Reading (1.68%)
5. Food (1.23%)
6. Favorite Places & Spaces (1.00%)
7. Recipes (0.75%)
8. Craft Ideas (0.74%)
9. Christmas (0.72%)
10. Crafts (0.65%)
Pinterest is more popular with males than females in the UK
-Visitors average 58% female between the ages of 25 and 44 (59%) in 12 weeks ending December 17, 2011
-Site grew from 1.2 million users in August 2011 to 4.5 million in November (4,000% growth in 6 months)
-Ranked #9 while Google+ ranked #10 in the Hitwise Social Networking & Forums category in the U.S. during the week ending December 17, 2011
-Greatest share of visitors from California and Texas (social networking trends show majority of visitors from the Northeast — Pinterest’s visits lean to Northwest and Southeast)
– 11 million total visits during the week ending December 17, 2011, almost 40 times the number of total visits for one week ending June 28, 2011 (just six months previous)