Pinterest & Men: A Growing Demographic

Pinterest & Men: A Growing Demographic

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When you think of Pinterest, you may immediately think of women as their target demographic. It’s true that women make up 76% of the Pinterest audience, as of January 2022. However, men using Pinterest continue to grow. Plus, men are planning to spend more time and money on their goals this year, and Pinterest can help them with that. Want to learn more about Pinterest & men? Read on to learn more about this growing demographic!

A Pinterest Study on Men

Pinterest conducted research on men and their plans for the upcoming year, and shared some interesting statistics. Across all demographics, high rates of hopefulness and goal-setting were found. However, with men specifically, they are planning on investing time and money into making sure they hit their goals this year. 75% of men in Pinterest’s study are planning to spend more this year to reach their goals. The study shows they are even more excited about this year than last, and are ready to do what it takes to get to where they want to be – between planning, spending, they are going all in. 

So, what are their goals and how can you reach them? Pinterest provided that information as well! Survey respondents said that it’s a mix of things like big-picture goals like eating better and finding work/life balance and also smaller things that allow them to have more fun on the day-to-day like spending time with friends. 55% of men said it could mean going to the movies or eating out more often, family activities (60%) or even larger purchases like buying a new car (30%). 

Pinterest’s study also included information on how men shop and shared some interesting insights.

  1. Men convert quicker. They perform fewer searches for a specific item before pulling the trigger to make a purchase. 
  2. Men are premium shoppers. They don’t mind paying full price to get what they want right now vs. waiting for a sale. They are also more willing to buy something from a brand they already know.
  3. Personalization is important to them. Getting the best deal? A fun and intensive shopping experience? Nope, finding the right item is the single most important aspect to men as they go through their shopping experience. 

Pinterest’s personalization, speed and variety of brands on the platform that men already may love can make shopping on Pinterest the right choice for men. 

“85% of men who use Pinterest say that the platform feels personalized to them. That leads to tailored product suggestions and rewarding shopping experiences. In fact, 80% of men on Pinterest agree that shopping here leads them to something unexpected that surprises and delights them. It’s not just a transaction: it’s buying something that they actually love.”

Audience Insights on Men

  1. Focus on important moments like holidays and cultural events. Men are willing to spend more and plan more to make sure they are reaching their goals this year and some may circle around holidays and events. I wrote a recent article about how to capitalize on holiday moments on Pinterest for some more ideas you can act on! 
  2. Showcase new products. Since men are looking to try new hobbies and have more fun this year, highlight how your products can help them reach their goals. 
  3. Utilize emerging trends. Keep in mind content that Pinterest Predicts will be trending to make sure you hit key trends that men may want to jump on this year. 

There you have it! Do you plan to make men a target audience this year? They convert faster, can spend more, and are growing on Pinterest. They are certainly a demographic to watch! If you need help with your Pinterest strategy or have any questions, I’m always here to help

Pinterest & Men: A Growing Demographic