Although Facebook and Twitter outnumber it in users, Pinterest is a platform that attracts distinct niche audiences. The platform is able to reach specific communities directly, and here are some surprising demographic insights:
Dads
About 40 percent of American dads are Pinners, according to Pinterest themselves. Dads often look to the platform for homemaking tips, family activities, and meal planning ideas. Health-consciousness is one of the defining characteristics attributed to this group by Pinterest. Read more about today’s devoted dad.
Small business owners
Personalized storytelling has a huge impact on Pinterest and that’s part of the reason small businesses fall into two demographics on the platform. On the buyer side, there’s the growing consumer trend of supporting local merchants who are perceived as more human. On the seller side  the small businesses themselves use Pinterest to show their creative thought process. Read more about how shopping small is in.
Frequent flyers and other travelers
Wanderlust is strong among users on this platform. Pinterest has identified five different kinds of personas that are attracted to travel content. Read about what the eat-with-your-eyes traveler values and more.
Generation X
Approaching retirement, these Pinterest users often pin items planning for leisure activities and entertainment. Generation X is also interested in budget-friendly tips. Read about how to appeal to Gen X’s whims.
Millennials
Pinterest boards help Millennial audiences keep track of items to buy, whether they are looking to incorporate a new superfood into their diet or spruce up their apartment. In analyses by Pinterest, this demographic appears to be particularly motivated to purchase items that inspire them. Read about the “show me” generation.
New parents
From planning parties to keeping their children healthy, Pinterest parents are constantly seeking crowdsourced advice from other more experienced parents. Read about how to reach busier-than-ever parents.
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