Females Press the Pin Button - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

Females Press the Pin Button

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

June 2, 2014

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.

Demographic Profile of US Pinterest Users, March 2014 (% of respondents in each group)

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.

Attitudes Toward Promoted Pins on Pinterest According to US Pinterest Users, March 2014 (% of respondents)

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.

Access powerful metrics on top retailers

Introducing eMarketer Retail

Explore metrics like sales, store productivity, profit margins, ad spending and more for the top 225+ US retailers—in one easy-to-use platform.

For commercial real estate, agencies and retailers

Learn more about eMarketer Retail »


  • Go beyond the articles:

    eMarketer Products

    You've never experienced research like this.

  • Hear from our clients:

    Customer Stories

    Nearly all Fortune 500 companies rely on us.

  • Want to learn more?

    Contact Us

    Inquire about corporate subscriptions today.