Male usage of Pinterest has been growing at a steady rate, with the site now appealing to about 27% of US men aged between 25 and 54. This might offer a one-of-a-kind marketing opportunity for male-oriented companies and products.
Pinterest shares a new report giving insights about men shopping habits
Pinterest shared some important data about male Pinner usage and how men differ from other users in order to assist marketers in better planning and executing their campaigns targeted at men.
According to Pinterest’s research, men are eager to pursue major objectives in 2022 and get back to their life goals after the pandemic’s disruption.
Pinterest outlined the study as:
“So what kinds of goals do men have in mind? Our study showed a mix of big-picture intention setting (eat better, find work-life balance) and smaller shifts to have more fun (socialize more, spend more time with friends).”
These are, of course, broadly accepted post-pandemic objectives that will be disrupted by the rise in the Omicron variant, but Pinterest offers more detailed indications on how men, particularly, wish to attain these goals.
“This could mean seeing more movies in theaters (55% of men), eating out more often (55%), hosting more parties at their house (50%) or finding more activities to do with their family (60%). They’re also looking forward to some bigger purchases, like buying a new car (30%).”
These are some intriguing, and perhaps lucrative possibilities hidden among these patterns, which may assist you in connecting with men on Pinterest if you’re trying to appeal to them. Furthermore, Pinterest claims that 75% of male Pinners are seeking to spend more money in order to achieve their objectives this year.
Pinterest may be worth investing time into, even if it isn’t the main focus of your marketing activities. This way, you’ll be able to discover more about present-day habits. What are male Pinners searching for when they go on shopping?
Pinterest has three major suggestions:
“They convert quicker. When men search for something, they do fewer searches in the category before making a purchase. They’re premium shoppers. They’re willing to spend more on a brand they recognize, so it pays to reach them early and often. Personalization is the top driver for success. More than any other factor, finding the right item is the number one reason men say they had a successful shopping experience.”
Although other platforms have a far broader reach and overall male usage is considerably higher than Pinterest’s, it’s worth noting these new findings and thinking about whether Pinterest might be worth attempting in your next campaign.
The full report is here.