Pinterest Study: Women Get More Re-Pins and Men Get More Followers

Posted on April 26th 2013

Pinterest Study: Women Get More Re-Pins and Men Get More Followers
A recent study from the Georgia Institute of Technology and Uniiversity of Minnesota revealed some interesting insight about user behavior on Pinterest. It turns out that guys do one thing on Pinterest exceptionally well, and that your likelihood of being Repinned correlates with your popularity on the network.


James Gillray [Public domain], via Wikimedia CommonsGender differences on Pinterest

One of the anomalies of this research was the finding that men had more followers on average than women. It’s strange given the conventional assumptions that the study substantiated:

- On average, women get more re-pins than men
- People with more followers get more re-pins
- Posts with more comments and likes get more re-pins
- Higher frequency of posts correlated with lower number of re-pins

The researchers also wrote that their random sampling showed that women continue to make up a “supermajority” of Pinterest users: 80% of all pins in the study were by women.

They also found that American and British users were more likely to get Re-pins than other nationalities.

Pinterest versus Twitter

In one of the more interesting parts of the study, the researchers took a representative language sample from Twitter and Pinterest. Comparing the two samples, what they found was that Twitter was oftentime time-based: “today,” “tomorrow,” “tonight,” et cetera. By contrast, the language on Pinterest is consumption-based: “use,” “look,” “want,” and “need.” The authors discuss this as a big advantage of Pinterest as a marketing medium: consumption may be the DNA of Pinterest.

So, what does this tell us about Pinterest? Probably not a lot that we didn’t understand already. Irrespective of gender, it seems that participation is the key to engaging and growing on the network. And the insight about language seems to substantiate the potential that many people believe Pinterest to have.

What do you think? Do these conclusions surprise you? Any hypothesis about why men get more followers on Pinterest than women?


Jim Dougherty

I write and shepherd content on Leaders West. I write about how smaller businesses can leverage social media to their advantage (and some other stuff).

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