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Females Press the Pin Button

Most Pinterest users don’t have negative feelings toward Promoted Pins

eMarketer expects the number of US Pinterest users to climb 15.0% this year, reaching 40.1 million consumers, or 15.9% of the population. Women will make up an overwhelming majority of this group, with 34.1 million female users accounting for 85% of the total audience.

March 2014 polling by AcuPOLL Precision Research for Ahalogy found similar results. Nearly four in five US Pinterest users ages 15 and older who had logged on to the platform at least once in the month prior to polling were women.

However, Ahalogy did note that males had been 36% more likely to join Pinterest than females in the six months leading up to the study. Still, while eMarketer expects the number of male Pinterest users to outpace growth in female users through 2016, the demographic will increase its share of the total audience by just 2 percentage points between 2014 and 2016.

Last fall, Pinterest announced that it would launch and test Promoted Pins—free of charge—and according to Ahalogy’s report, most users didn’t have negative feelings toward them. Nearly three-quarters of 15-and-older users who had logged on to Pinterest at least once in the past month were either neutral toward such posts or didn’t mind them, compared with around one-quarter who hated them. Among those who couldn’t stand Promoted Pins, the top reason for feeling that way was that they simply did not like or want to see ads.

Love them or hate them, it looks like Promoted Pins are here to stay: In mid-May, the social network announced that it would begin to test paid Promoted Pins, with more than a dozen brands such as Banana Republic, lululemon and Kraft Foods—all of which are popular among females—slated to run campaigns for three to six months.

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