Pinterest has achieved a great deal of notice and success in a relatively short amount of time. Since its launch in early 2010, the site has grown to become the third largest social network in the United States. The users of Pinterest in America primarily lean toward more craft- or design-oriented themes. However, Pinterest can be utilized in a number of ways to drive a curious audience to connect with a particular business. The differences between Pinterest’s success in the USA and the UK show that Pinterest can appeal to a wide range of people – and offer a world of possibility to any business.
What is Pinterest?
Pinboards are a very visual display of users’ fascinations that can be easily navigated and distributed. It has become a very successful way to move potential customers to retail sites. People viewing a pinboard or creating their own can be linked to online stores or services. Users have already established a definite interest in a particular topic by pinning it, so transferring that interest into potential commerce becomes the next natural step for online business.
Popularity of Pinterest: USA vs. UK
While the majority of Pinterest users in the USA and UK are of a similar demographic in age and education, a remarkable chasm exists in relation to income brackets. In the USA, the majority of Pinterest users fall within the $25,000 to $75,000 bracket. The majority of UK users fall within the above-$100,000 bracket (using a pound-to-dollar conversion), with 29% of users making over $150,000. In addition, 56% of UK users are male. In the USA, 83% of users are female, creating a massive difference in audience.
The driving interests of Pinterest users in the USA and UK are different as well. UK users tend to focus on venture capital, marketing, content management, and public relations, much more so than USA users. The primary interests of USA users are craft- and leisure-related, including hobbies, interior design, and fashion collections. In general, interests in the USA are more personal, while the UK interests are more business-oriented. Is it only a matter of time before the UK becomes a hotbed of Pinterest use as more craft- and design-oriented users begin pinning?
Strategies to find success
In just over two years, Pinterest has become a powerful means of sharing ideas and communicating online. Its success rate in converting interest to commerce is greater than Facebook and Twitter. While success in the UK is elusive at this time, it is really a lesson in how Pinterest uses differ. The more business-oriented flavor of the UK contrasts with the more personal interests of the USA. However, if companies can combine the best elements of the two, while continuously trying to attract new customers, conversions on both sides of the pond should grow exponentially.
