Pinterest currently boasts 70 million users. Approximately 80% of those users are women, who skew slightly older and have a higher average salary than users on some other platforms. This makes Pinterest a prime platform for reaching women with children and disposable income.

1. ERWIN PENLAND PRESENTS
FOOD FOR THOUGHT
Putting Pinterest in Perspective
November 2013
Erwin Penland - Proprietary and Confidential

2. Pinterest
Pinterest currently boasts 70 million users.
Approximately 80% of those users are women,
who skew slightly older and have a higher average
salary than users on some other platforms.
This makes Pinterest a prime platform for reaching
women with children and disposable income.
Pinterest users are more likely to discover past
pins through search. So unlike tweets, which are
often soon-forgotten blips in people’s feeds,
Pinterest content actually gains relevance
over time.
Pinterest claims almost 50% of all social activity
on iPads, making it the top social sharing activity
on the device.
Source:
http://readwrite.com/2013/07/25/mindboggling-facts-that-will-makeyou-care-about-pinterest#awesm=~omVy1NA1Qg8MY7
Age Group
the stats
Population
70
million
Education
college
Location
urban
< 50
Gender
female
Ethnicity
White
Income
$50k+
Erwin Penland - Proprietary and Confidential

3. me (eventually)
Pinterest is by far the most future-oriented
platform. When you look at the content that
gets pinned, it’s often something people are
bookmarking for later, such as a recipe or a
beauty tip, or it’s something they one day
aspire to achieve, such as a dream house or a
certain body type.
Pinterest has also established itself as a great
platform for commerce:
•
70% of users indicated that they get
inspiration on what to buy via Pinterest
•
Pinterest referrals spend over 2x more
money than buyers referred from
Facebook and Twitter
Sources:
http://www.bizrateinsights.com/blog/2012/10/15/online-consumerpulse-pinterest-vs-facebook-which-social-sharing-site-wins-atshopping-engagement/
http://www.fastcodesign.com/1670681/ben-silbermann-pinterest
Erwin Penland - Proprietary and Confidential

4. Pinterest
The other thing that makes Pinterest a little bit
different is that while many other platforms are
about sharing stuff with others, Pinterest is more
about curating content about users’ own
interests. When you look at the content that gets
curated, there are four main types that tend to
get consumed most often.
Motivational: Includes motivational sayings,
philosophies & mantras that motivate & inspire
Informational: Includes recipes, infographics &
other informative content
Inspirational: Includes anything curated when
ideating or planning a specific craft, event or
DIY project
Collectible: Includes anything curated around a
very specific topic to create a visual collection
Erwin Penland - Proprietary and Confidential

5. Brands Winning:
L.L.Bean
L.L. Bean leverages this curation approach by
distributing pins for their outdoor clothing
products alongside pins about things people love
about and look forward to experiencing in the
great outdoors.
Where the entire L.L. Bean page has over 5.5m
followers, they also have a board dedicated
completely to Woodland Creatures which boasts
over 4.5 million followers on its own.
Erwin Penland - Proprietary and Confidential

6. Brands Winning:
Mashable
With almost 1.5 million followers, Mashable has
found success pinning informational content on
tech-related subjects, ranging from creating a
more high-tech home to tips for crafting a good
password. Their success points to the importance
of understanding user behavior on social
platforms and capitalizing on it in relevant ways.
While Mashable’s direct audience may not be
moms with disposable income, they do produce
great content within the informational category.
And because informational content is a content
type that is highly consumed by Pinterest users,
they’ve been able to find their audience.
Erwin Penland - Proprietary and Confidential

7. Food for Thought
Food For Thought is Erwin Penland's thought
leadership platform.
It began six years ago with a three-day annual
symposium celebrating the intersection of food,
creative thinking, entrepreneurialism and social
responsibility through events, discussions and of
course, dining.
The fully experiential gathering is crafted to inspire
dialogue and debate among prominent
entrepreneurs, business leaders and creative thinkers
from around the country—showcasing how creativity
is paramount to success in every organization, and in
fact, in life.
The platform itself has been extended into quarterly
client sessions, internal agency training programs,
research and marketing trend presentations.
For more information:
Joe Saracino
Chief Marketing Officer
Erwin Penland
joe.saracino@erwinpenland.com
Erwin Penland
erwinpenland.com
@erwinpenland on Twitter, Instagram and Vine
facebook.com/erwinpenland
Food for Thought Conference
foodforthoughtconference.com
@fftconference on Twitter
facebook.com/fftconference
Erwin Penland - Proprietary and Confidential