Pinterest Shares New Insights into How Men are Using the App in their Shopping Journeys
A new article on Social Media Today reports that while Pinterest's audience is predominantly female, male usage has been steadily growing, with the platform now reaching some 27% of US men aged 25 to 54. That could present a unique marketing opportunity for more male-aligned brands and products - but what are men Pinning and searching for in the app?
Pinterest just published some new insights into male Pinner usage, and how men vary in their use of the app versus other users, in order to help marketers better plan and strategize their male Pinner outreach.
Which, of course, are fairly universal post-pandemic goals, which will still be disrupted due to the surge in the Omicron variant, but Pinterest provides more specific notes on how men, specifically, are looking to achieve these aims. Pinterest says that:
So what are male Pinners looking for in their Pin shopping journey? Pinterest highlights three key tips:
Pinterest just published some new insights into male Pinner usage, and how men vary in their use of the app versus other users, in order to help marketers better plan and strategize their male Pinner outreach.
| "Our study showed a mix of big-picture intention setting (eat better, find work-life balance) and smaller shifts to have more fun (socialize more, spend more time with friends)." |
- 55% of male users are looking to go to the movies more often
- 55% of male users are looking to go to restaurants
- 50% are looking to host house parties in 2022
- 60% are seeking new activities to do with their families
- 30% of male Pinners are looking to buy a new car
- Pinterest says that 75% of male Pinners are looking to spend more money to reach their goals this year
So what are male Pinners looking for in their Pin shopping journey? Pinterest highlights three key tips:
- Male users are highly brand conscious, and will pay more for the brands that they know and trust
- Men conduct fewer searches before making a purchase, and are keen to get to the point faster in the process, underlining the need to reach them early in their shopping journey
- Given this, Pinterest's personalization in its search results is a key benefit for male Pinners, with 85% of male users noting that the platform feels personalized to them.
- Which presents more opportunity to connect with these receptive, active buyers.
"Opportunity is missed by most people because it is dressed in overalls and looks like work." Thomas Edison