Over 80% of Female Pinterest Users Still Active in Their Fourth Year: Study

Female Pinterest Users Still Active in Their Fourth Year

Retention rates for users signed up with social media platforms often represent a far less percentage of active users. For example, both Twitter and Google+ have roughly 1.15 billion users, but only 35 percent of them are monthly active users. Facebook is marginally better, with 49 percent active users. But recent statistics show that 84 percent of female Pinterest users are still active in their fourth year of pinning.

Females dominate Pinterest, with women representing 80 percent of its users. Ninety-two percent of all pins are created by women, and activity with female users has increased from 87 percent in 2011 to 94 percent currently. Only 20 percent of Pinterest users identify as male, and male users have been declining since July 2011. In 2011, men created 13 percent of pins, and that number has currently dropped to 6 percent.

Women have made an average of 158 pins over the last year, and when divided into categories, “Food & Drink,” “DYI & Crafts,” and “Home Décor” comprise the top three subjects.

Even after initially signing up years ago, 84 percent of women are still pinning in their fourth year of membership. Research shows that user interaction and posts have actually increased over the years. Women, on average, post 42 pins during their first year of membership, but by year four, the average pin count reaches 152. Conversely, 55 percent of men still pin after the second year of membership and drop to 50 percent by the fourth year.

The research also noted that when US Pinterest users use the social media platform for shopping, they spend an average of $140-$180 per order. However, Facebook and Twitter users using those outlets for shopping spend an average of $60-$80 per order.

Sources:

“84% of female Pinterest users are still active in their fourth year: stats.” 2014. Econsultacy.com

“Pinners Be Pinnin’: How to Justify Pinterest’s $3.8B Valuation.” 2014. https://blog.rjmetrics.com/

“Pinterest users remain almost exclusively female, 84% stay active after 4 years (study).” 2014. Venturebeat.com