Can you believe there are so many faces on Pinterest with no mustaches on them? Although in some cultures a mustache is viewed as a symbol of super powers, the ol’ “bro-stache”, “crumb catcher”, “manometer”–yields no such power here.
We do want to point out, that we have accounted for 1% of women who do wear a mustache and wear it proudly, and added 1% to account for “men” who can’t grow a mustache anyway (we will not let you hide within the male population that CHOOSES not to have one). It mathematically brings us back to the starting number, but we found it was of paramount importance to be transparent about our calculations. So about Pinterest….
Did you know that 85% of Pinterest users are women?
Do you understand what that means? That means 15% are not women; which means wow. Those are the kind of numbers males in nightclubs really like. If you are serious marketer however, it’s so clear to see the opportunity this platform offers. Marketers are making the mistake of assuming that the probability of success is limited to products and services which cater to women alone. The specific stats about products or industries that have performed best to date, do not reflect the possibilities, just those that have had success up to this point. Honestly, I think it’s influenced more by Pinterest’s image, than any limitations the platform may appear have.
What marketers need to consider is how household finances are managed and by whom.
According to an article published by the Wall Street Journal:
“My own personal estimate, based on my analysis of the Consumer Expenditure Survey, is that women are involved in 78 percent of consumer spending.” said, Cheryl Russell, editorial director for New Strategist Publications, “By the same measure, men are involved in 76 percent.”
What do the numbers really mean?
The analysis above recognized that 78% of women are “involved” in managing household finances. However, it did give us the impression that it is roughly the same involvement percentage for men. In my opinion, this assertion is a slap in the face to all of the men who have spent numerous nights sleeping on that uncomfortable “contemporary” couch. “Contemporary” couches were barely designed for sitting.
So yes, I will grant that in most households men and women are both “involved”, but to what degree? Did they even consider how many macho, mustache flaunting men find themselves stroking their mustache cold and alone in the living-room? Women influence spending. I would encourage men, mustached or not, to reach out to advertisers and propose that they tailor a portion of their marketing of male-centric products to convince wives to let their husbands buy that new set of tools. Do us a solid will you?
Did You Know that Nearly 93% of Pinterest users plan or make purchases based on what they see on Pinterest?
Pinterest has approximately 100 million users. Yeah it may not sound as sexy as other social media platforms that flaunt hundreds of millions and even 1.5 billion users–looking at you Facebook. However, the growth Pinterest is experiencing not only in the US, but globally, is something to take seriously.
Where Pinterest stands out above the rest like a damn giraffe, is what users on this platform do–they BUY. Is that not what our ultimate goal is?
A study performed by Millward Brown, found that 93% of users make purchases, or plan for them through Pinterest, compared to 27% of users of other platforms on average. Yeah, start crunching those numbers with one hand and hold onto your chair with the other.
How about this one: 72% percent of users have bought something offline, that they saw on Pinterest. It makes me feel tingly as well. I understand.
All I know is the following:
- My stache will stand out
- Pinterest is where the women are
- Users are inspired to make it rain greenbacks on businesses
Sold. Let the pin flurry begin.