Pinning The Competition: Pinterest’s Four-Digit Growth Is Tops Of 2012

The big three sites (Facebook, Twitter, LinkedIn) are about to become the big four. Pinterest is here to stay and was the clear cut winner in Nielsen’s 2012 Social Media Report. Pinterest showed the most growth year-over-year for social desktop usage, social web usage and social app usage.

Pinterest saw a 1,047% increase in unique PC visitors, and is aiming to surpass LinkedIn this year. The social site that show the next highest growth was Google+ that saw an 80% increase in traditional web users.  Pinterest’s mobile growth also dwarfed the competition. The popular bookmarking site was up 1,698% in mobile app usage (next highest growth was Twitter +134%) and a whopping 4,225% on the mobile web (next highest was Reddit +153%.

Not only are people using Pinterest, but they are engaging as well. Pinterest ranked 4th in total minutes used on mobile apps, up 6,056% from last year.

Females still dominate Pinterest’s usage, making up the overwhelming majority of the audience. Females make up 84% of all mobile app users, 72% of mobile web users and 70% of all PC users. The network is also comprised of a rare20-20 year old market. The two largest age brackets of Pinterest users are 35-49 year olds and 25-34 year olds with the younger segment owning a larger portion of app usage. Additionally, over 75% of all Pinterest users are white, with Hispanics making up an extra 20%.

It should be noted that another booming network in 2012, Instagram, was left off of Nielsen’s list. For more information, see the official Nielsen report.

Related Topics: Channel: Strategy | Features & Analysis | Pinterest | Pinterest: Statistics | Top News


About The Author: is the Director of Marketing for Cypress North, a company that specializes in social media and search marketing services and web-based application development. He has been in the Internet marketing industry for 6+ years and specializes in Social Media Marketing. You can also find Greg on Twitter (@gregfinn) or LinkedIn.

Connect with the author via: Email | Twitter | Google+ | LinkedIn

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  • Henley Wing

    I think, from a marketing aspect, it doesn’t matter which network has the most users.. but which ones has the most users you can influence, and convert to buyers, visitors, etc. From that aspect, Facebook is in the bottom of my list, and Twitter/Google+ and Pinterest are on top. Facebook is a closed garden for interacting with friends, while Twitter is more of a townhall/coffee shop where you can interact with like-minded individuals even if you don’t know them personally.

  • Teresha Aird

    @henleywing:disqus I completely agree that it depends on your website/company/brand/market. I have to admit that having originally decried Pinterest as a total and complete waste of time for businesses I am not an avid user personally. Despite that I maintain that it isn’t all that useful for us as a business. Nevertheless it is, in my opinion, worth having a presence on each of the major social networks even if you do not divide your time equally between them. In fact, an intelligent social strategy would rarely see you dividing your time equally as very few sites/companies/brands would have reap the same ROI from each.

    Having an account with each, even if it’s only updated once a week, helps you to

    * claim your name before someone else does
    * maybe get a link or two
    * be “seen” to be there and thus not ancient or out of touch
    * have the possibility of any traffic or referrals or engagement that might come out of it.

    As they say about the lottery, you have to be in it to win it and sometimes it’s hard to have a robust social strategy until you actually begin and see how it goes.

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