Philadelphia, Pennsylvania–A new study conducted by RJMetrics finds yet another Pinterest demographic shift; and, it’s moving in the opposite direction of Instagram. In a study parsing public data, the e-commerce analytics company found that unlike Facebook and Twitter, who have a nearly even split along the gender line, the social pinboard site is decidedly more appealing to women over men.
By way of comparison, Instagram currently engages a larger percentage of women than men, about two-thirds of that photo and video sharing platform are female, the remaining one-third, are male. However, this represents steady movement toward parity, as Instagram once captured a greater percentage of female users.
The Numbers behind the Pinterest Demographic Shifts
At one time, it at least appeared as though men were using the online photo pinboard more, but now, data shows male users are quite less active. What’s more, only about one in four users are male and the number of men on the site has been declining for the past three years.
What’s more, a whopping 92 percent of all pins are made by women, which accounts for a full 94 percent of all activity on the site. That figure represents a 7 percent rise since 2011. User retention is also lost on male users, as the social network has experienced a 50 percent attrition rate in male users, quite the opposite for female users, which garner a 84 percent retention rate–even after four years. Women actually become more active over time, whereas men peak and then fall off in their second year after registering with the platform.
Companies and brands which market products such as food, home decor, fashion and beauty benefit the most from this news.