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Pinterest Now 3rd Most Popular Social Media Platform

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Pinterest is just two years old, still in "beta" and invite only, but is the 3rd largest social media site on the Internet. Most people did not know about Pinterest until the last 4 months, it has really taken off, skyrocketing in popularity, especially with women. According to “The 2012 Digital Marketer: Benchmark and Trend Report” from Experian, Pinterest is #3 behind Facebook and Twitter, passing up LinkedIn in popularity.

"During the twelve weeks leading up to Jan. 28, the site’s audience skewed 60% female, reflecting its focus on home décor, crafts, hobbies, fashion and food -- although it’s also worth noting that women dominate social networking in general (accounting for 62% of Facebook status updates, messages and comments and 71% of Facebook fan activity, according to Facebook chief operating officer Sheryl Sandberg).

Interestingly, there are several specific geographic regions where Pinterest over-indexes against social media activity in general. The site is especially popular in the Midwest, Northwest, and Southeast. The states where Pinterest outpaces social media by the biggest margins include Missouri, Utah, Alabama, Oklahoma, Kansas, Iowa, Arkansas, Nebraska, South Dakota, and North Dakota.

Experian noted that all these states also over-index in visits to hobbies and crafts Web sites in general. The Pinterest audience in these states is dominated by “Baby Boomers and young adults who are heavy Web users and spend time on house and garden, sports and fitness, and family-oriented Websites.”

Experian added that fashion sites, which also overlap with Pinterest, have seen traffic increase 2,300% over the last year."

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