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While men in the U.K. may have a special place in their hearts for Pinterest, the third most popular social network in the United States is widely considered to be a hangout for women.
Brands seem to be on board with this notion. The US Army, for instance, turned to Pinterest when it wanted to reach a female audience online.
Now, a Pew Internet & American Life Project report confirms Pinterest's reputation: according to a survey of more than 1,000 adults in the United States, nearly 20% of women using the internet are now on Pinterest compared to just 5% of men. All told, 12% of American internet users are on the image-based social network, which has surged in popularity in the past year.
For marketers looking to reach female consumers, Pinterest's demographics look pretty good. While, perhaps not surprisingly, Pew found that Pinterest's relative reach is highest for users 18 to 29 years of age, the social network's audience isn't limited to teens and twenty-somethings: combined, 25% of internet users between the ages of 30 and 64 are using Pinterest.
In August, Pinterest opened its doors to the world, and Pew's survey took place before that, so marketers investing in a Pinterest presence and Pinterest-based marketing campaigns will naturally want to keep an eye on if and how the social network's audience changes as it grows.
They'll also want to look for clues related to the company's monetization plans. Pinterest is considered by many to be one of the best-positioned companies to take advantage of social commerce, and it's hard to disagree when considering some of the numbers around the revenue generated by Pinterest clicks compared to other popular social networks like Facebook and Twitter.
Currently, brands effectively have a free ride, and while the company may not move aggressively to change that any time soon, having raised over $100m from investors which include global ecommerce giant Rakuten, it seems all but certain that at some point sooner than later, Pinterest will try to capitalize on its popularity.