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9 Pinterest Charts: 92% of all pins are made by women, retention rates are 84%, CPMs are $30-40, and 75% of usage is on mobile.

Stashed in: Women, Curation, Awesome, Commerce, Monetization, Active Users, Infographics!, Social Web, Women 3.0, XX, Pinterest, Mobile Ads!, Mother of God!, Trends (2014)

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Some stats from the article:

1. 23% of all social referral traffic to e-commerce sites comes from Pinterest (see below).

2. 80% of Pinterest users are female.

3. 92% of all pins are made by women, up from 87% in July 2011.

4. 85% of consumer purchasing decisions are made by women.

5. Pinterest drives more traffic to websites than Twitter and Reddit combined.

6. The number one board on all of Pinterest is run by Lowes and has 3.4 million followers.

7. 32% of pinning happens 10am to 4pm; 18% happens 9pm to midnight.

8. 84% of women using Pinterest are still pinning in their fourth year. That's crazy-good retention.

9. Even better: Women who use the service get more active over time. The average woman posts 42 pins in year one but by year 4 she is up to 152!

Pinterest Charts RJMetrics Business Insider

From the article about why Pinterest is worth $5 billion:

10. Pinterest is charging $30 to $40 CPMs (see below).

11. 75% of all Pinterest traffic is on mobile devices (see below).

only $5 billion?  and whatsapp was worth 19??

Yes, because WhatsApp has 450 million active users whereas Pinterest has "only" 70 million.

Pinterest's reach isn't huge compared to plenty of other social platforms, but its impact on e-commerce is outsized, accounting for 23% of global social-mediated e-commerce sales in the second quarter of 2013.

Even Twitter, which many thought would never drive significant social commerce, is overperforming, with a 22% share.

While Facebook's share of social commerce was higher than both Pinterest's and Twitter's in the second quarter of 2013, at 28%, the lead was slight and way under what it user numbers would suggest. Facebook has about five times as many active monthly users around the world as Pinterest and more than twice as many as Twitter.

Look how much has changed since Q4 2012:

Twitter And Pinterest In Social Commerce Business Insider


Why Pinterest is worth $5 billion:

As of April, more than 70 million Pinterest users had uploaded more than 30 billion pins and created 750 million boards. That 30 billion marks a nearly 50% increase from only six months before.

Although there are men on Pinterest, the overwhelming majority of users are women (RJMetrics estimates the split is about 80/20).  

That's fine for the site: Pinterest's secret sauce is that it's a huge driver of e-commerce but in a way that feels natural to users (more on that later), and nearly 85% of consumer purchasing decisions are made by women.

And it's addictive: One of Pinterest's biggest strengths is that once it gets someone signed up, they're likely to get hooked. 84% of women are still using Pinterest 4 years after they sign up.


By having an active, loyal user-base of well-off women (41% of users have a household income of $50,000 or more), Pinterest is extremely attractive to potential advertisers.  

Pinterest is charging $30 to $40 CPMs:

Pinterest drives 7.10% of web traffic that sites receive — more than either Reddit or Twitter — and, more importantly, it controls a whopping 23% of referral traffic to e-commerce sites. (It's also worth noting that Pinterest is driving traffic offline too. Last summer, Harvard Business Review found that 21% of Pinterest users bought an item in a store after pinning, re-pinning, or liking the item on the site. )

Even though Facebook has about five times as many active monthly users around the world as Pinterest, it only drives a tiny bit more referral traffic to e-commerce sites. Plus, Pinterest users are 10% more likely to make a purchase than people who arrive from other social networks and they spend twice as much as users who come from Facebook, according to data from Shopify.

Pinterest might not be as big as Facebook, but it is much more likely to drive sales, which means it can charge a lot for the paid advertising that it just started rolling out.

Pinterest promoted Pinimage-537a5a311731a-BtdR.png

Right now, Pinterest is testing paid "Promoted Pins" with major brands like Old Navy, Kraft, Target, Lululemon, and Nestle.

Ad Age reported earlier this year that the startup is asking for commitments of between $1 million and $2 million from marketers interested in buying ads on the platform, and charging between $30 and $40 for 1,000 views (CPM) of its promoted pins. That's way more than Facebook charges, and if this first paid ad test goes well, Pinterest could be revving up to make an absolute killing.

75% of Pinterest traffic is on mobile:

As of now, more than 90% of all pins on Pinterest have a related pin to go along with it. A Pinterest spokesperson told Business Insider that as the dataset becomes more diverse, the site will be able to make recommendations for any object on the web.

It also just released Guided Search for mobile — more than 75% of all Pinterest traffic comes from mobile — which will help users narrow-down results. For example, if you searched for plants, Pinterest will show you a bunch of categories like garden, potted, outdoor, or hanging to help you more quickly and easily find what you want. 

If you are trying to plan the perfect birthday party and want to browse Pinterest for inspiration, a quick search could help you walk-through all of the details, from the cake to the party favors.

In some ways, this new feature makes Pinterest like an online, searchable shopping catalog.

It's a more social version of Google Shopping, but with images. 

"To us, that’s the big unsolved problem on the internet right now,” Silbermann told Wired. “How do you discover things you didn’t know you were looking for?”