Pinterest – An In Depth Look at the Stats

There’s no big surprise to social media fans that Pinterest is blowing up.  It’s recently become a site that has traffic in the top 100 sites on the web, and rumors have it valued around $200m.  That’s a lot for a company that doesn’t have much revenue.  But just how engaged are the users that use the service?  The folks over at RJMetrics put together a rigorous report to find out.

RJMetrics simply did some scraping to analyze a series of users by looking at their “Pin” boards over time, and see how they’d engaged.  They found some pretty incredible statistics, including the following.

  • Pinterest is retaining and engaging users as much as 2-3x as efficiently as Twitter was at a similar time in its history.
  • Pins link to a tremendously large universe of sites.  Etsy is the most popular source of pin content, but it only represents about 3% of pins.
  • Over 80% of pins are re-pins, demonstrating the tremendous virality at work in the Pinterest community.  To contrast, a study done at a similar time in Twitter’s history showed that only about 1.4% of tweets were retweets.
  • The quality of the average new user (as defined by their level of engagement and likelihood to remain active) is high but declining.  Users who have joined in recent months are 2-3x less active during their first month than the users that came before them.

There’s a lot more in the report, including a breakdown of the various sources of pins and the breakdown of how many people actually use the pinmarklet versus just repin other’s content.  There’s also a detailed cohort analysis which looks at various groups of users that joined the site and their behavior over the first twelve months of use of the site.  They find that the earlier users are the power users, but that most cohorts have stayed engaged on the site.

Head over and take a look at the report and let us know what you think.

Image: pedrosek via Shutterstock

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