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BizReport : Social Marketing : April 10, 2012

Interest in Pinterest makes it 3rd most popular socnet in US

Are you using Pinterest in your social media mix? A recent report from Experian reveals the photo-sharing social network is now the third most popular in the U.S.

by Helen Leggatt

pinterest-button1.pngCompanies, particularly retailers, should perhaps investigate the potential of Pinterest based on Experian's latest "2012 Digital Marketer" report.

The photo-sharing social network, despite some initial copyright issues, attracted over 21 million visits in the week ending 28 January, 2012, almost 30 times the audience volume from six months before. It is already the third most popular social network in the U.S.:

1. Facebook: 1 billion
2. Twitter: 182 million
3. Pinterest: 104 million
4. LinkedIn: 86 million
5. Tagged: 72 million
6. Google+: 61 million

Pinterest appears to attract a very specific audience. Experian's data shows that, compared with other social networks, Pinterest users are craft and hobby enthusiasts and tend to be baby-boomers and young adults focused on house, garden, food, sports and fitness and family-oriented content. A large proportion (60%) of Pinterest users are women and 55% are between the ages of 25 and 44, according to Experian.

Social networking accounts for 15% of all U.S. Internet visits, according to Experian's report, although Facebook accounts for much of that activity with one in every 10 U.S. Internet visits and one in every five page views.

Experian's "2012 Digital Marketer: Benchmark and Trend Report" can be downloaded here.

Tags: photo-sharing, Pinterest, social marketing, social media, social network

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