Females likely accounted for a lot of Promoted Pin interaction. A September 2014 study by Princeton Survey Research Associates for Pew Research Center found that among the 28% of US adult internet users who used Pinterest, women continued to represent the largest chunk of the audience. Fully 42% of US women internet users were on Pinterest, up 9 percentage points from 2013. In comparison, just 13% of males online used the platform.
Pinterest was also more common among younger users. More than two-thirds of 18-to-29-year-old internet users used Pinterest. The difference in penetration was far smaller here, though, with 28% and 27% of the 30-to-49 and 50-to-64 groups saying they were Pinterest users, respectively. Users were also more likely to be white, have at least some college experience, have a household income of $75,000 or more—meaning higher spending power—and live in a suburban or rural area. Read the rest at eMarketing.