A quick trip down memory lane: Pinterest was launched in 2010. Just two years later, the number of its active users had grown to 10 million, and according to comScore statistics, Pinterest has earned the status of the fastest growing site in the world.
Over the next few years, the social network increased its international expansion, attracting more and more fans. In 2018, the service was actively used by 250 million people every month, a third of whom live in the United States. As for registrations, 80% of their total number are from residents of other countries.
More than 1.5 million companies have registered on Pinterest, and more than 175 billion pins have appeared on the network. Statista data shows that in the second quarter of 2019, Pinterest was actively used by 300 million people every month.
Pinterest's detailed statistics on registered users are not publicly available. It is only known that 83% of them are women, and the largest age group is 18-24 years old. However, global statistics on users who viewed pins at least once or performed any operations with them were made public. These were:
70% women;
24% men;
6% did not indicate their gender.
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It is also known that Pinterest users live predominantly in English-speaking countries.
It all depends on what product you are promoting and what audience it is intended for. Pinterest can be an effective promotion tool for those who are starting their journey on the international market. This service will also be extremely useful for those companies whose target audience consists mainly of American women with an active lifestyle. The results of a survey of women aged 25 to 54 showed that the social network plays an important role in making purchasing decisions:
83% of respondents use Pinterest when planning. This could be choosing a country to travel to, looking for ideas for renovation or event decoration, etc.;
78% agree that branded content actually helps them achieve their goals;
67% view their Pins while shopping online;
58% shared that pins actually help them in choosing products and services;
51% of women who care about their appearance learned about new beauty brands and companies thanks to Pinterest.
Research has shown that in 2013, three out of five users who pinned a product were in the mood to buy, and one in five actually did. Statistics on purchasing power for 2015 confirm that Pinterest users are quite active buyers. The average check for users of this social network was $58.95, while the same figure for the Facebook* audience was $55. The reports also show other interesting facts:
One-third of women aged 34 to 55 who have a Pinterest account earn more than $100,000 per month;
83% of the audience is more interested in brand content than in content from show business stars;
87% of users have made at least one purchase thanks to Pinterest.
So, the social network Pinterest has a truly huge audience, a significant part of which is made up of solvent people. They are inspired by pins, use them in the process of choosing products, are interested in new products and brands.
Key Features of Pinterest
All of this works effectively in the US market and the international arena. Pinterest promotion is primarily an excellent tool for large FMGG companies, and many of them have already begun to actively use it. Oreo's page, for example, has united 35,000 subscribers and over 100,000 viewers in one month.
It is worth noting that in other countries the audience of Pinterest is not so large. If you are the owner of a small business in a provincial town, then it is worth paying attention to other channels for attracting customers. If you are developing an online store with delivery throughout the country, then attracting traffic from Pinterest can bring a great effect.