The newest site to rival Facebook and Twitter doesn’t resemble either one. According to Experian’s “2012 Digital Marketer: Benchmark and Trend Report,” Pinterest is now the third most popular social network in the U.S. behind Facebook and Twitter.
The image bookmarking site has grown exponentially since the site launched in March 2010. There were 21.5 million total visits to the site during the week ending January 28, 2012, which is nearly 30 times the number of total visits that Pinterest had received six months earlier. From January 2012 to February 2012, traffic went up 50 percent.
The crowd is 60 percent female (which is a different number than we’ve reported previously) and 55 percent of them are between the ages of 25 and 44. California and Texas provide the most traffic, but Pinterest has more visitors from the Midwest, Northwest, and Southeast than sites like Facebook and YouTube.
Home decor, fashion, and food are all popular categories on the site, but “hobbies and crafts” in particular is the category to watch. Pinterest users outnumbered visitors to other “hobbies and crafts” sites in 19 states. The Baby Boom and Boomerang generations were most likely to spend time in this category, with Pinterest capturing 10 percent of this audience.
Experian’s analysts say that social media communities are becoming less about friendships and more about common interests: a new facet of the overall movement toward social personalization. Pinterest hits both targets with a Facebook integration as well as an open community where users can explore and share images with people outside their networks.
Image by valdis torms via Shutterstock.