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Pinterest isn’t done growing, but it still has a ways to go.
On Thursday, the social network/search engine announced that 150 million people use its platform every month — including 70 million in the US — up from last year’s 100 million mark.
The 50-percent monthly user base increase is a good sign for Pinterest as it tries to attract more and varied advertisers beyond the “tens of thousands of advertisers” it claims to already have. But it’s also a sign of how wide the gap has become between Pinterest and other platforms vying for those budgets.
More than seven times as many people check Facebook in a single day as visit Pinterest in a month. Instagram’s daily audience is twice the size of Pinterest’s monthly audience. Snapchat’s daily audience is as large as Pinterest’s monthly audience. And even Twitter’s monthly audience is double the size of Pinterest’s.
But still, 150 million is a lot of people to advertise to. And the makeup of that audience appears to be changing. A woman in the Midwest might be the stereotypical example of a Pinterest user, but it’s becoming an outdated one.
Not only are 75 percent of people now registering Pinterest accounts from outside the US, but almost as many of them are men as women. The number of men from around the world signing up for Pinterest has grown by 70 percent in the past year to account for 40 percent of global signups. Now it’s just a matter of Pinterest getting those people signing up to continue to use its service and add to its monthly active user mark.
