Class Project analyzing the problem Pintrest has in gaining male popularity within its targeted locations. This is a class project with primary research ran by myself and the fellow students in my group.

1. Michelle Cho, Michelle Tai, Andreea Nan
Pinterest For Men: Targeting China

5. Current Statistics Primary research Pinterest for men
Presence in China but Incorrectly Targeting
320,000 Users More than 190,000 are
business users
Represents 35% of the
global business users

6. Gauging Targeted Demographic
Current Statistics Primary research Pinterest for men
57 Participants

7. Gauging Targeted Demographic
Current Statistics Primary research Pinterest for men
57 Participants
31 Males

8. Gauging Targeted Demographic
Current Statistics Primary research Pinterest for men
57 Participants
31 Males
26 Chinese

9. Gauging Targeted Demographic
Current Statistics Primary research Pinterest for men
57 Participants
31 Males
26 Chinese
13 International

10. Pinterest’s Full Potential Locked
Most Popular Search Topics
1. Clothing
2. Cooking
3. Professional/Work Related
Pinterest Users Non-Pinterest Users
Most Common Reasons for Inuse
1. Lack of Interest
2. Few Male Users
3. Difficulty in Use
Current Statistics Primary research Pinterest for men

11. Pinterest’s Room for Improvement
Some suggestions…
1. Home feed not always similar to the last 10 things pinned
2. Simpler layout and easier access to links
3. Ability to reorder/rearrange pins
Current Statistics Primary research Pinterest for men

12. Enhanced Attention to Male Audience
Current Statistics Primary research Pinterest for men
“Some males use Pinterest for fashion, but males using Pinterest definitely follow a
different trend than females. Cooking is definitely a big one.”
– Interviewee 1
Gendification

13. “One thing I would change is the incorporation with Facebook. I think linking the accounts of
Pinterest to Facebook is dumb. What happens when you link accounts is that your friends’
boards are pushed onto the homepage. I wish there were a feature to turn it off, because a
lot of my Facebook friends who also use Pinterest are girls. I don’t have the same interest as
they do. I don’t want to see high heels and dresses on my homepage. Every single time I
want to turn it off, I have to hover over their board and unfollow their board.”
– Interviewee 2
Enhanced Attention to Male Audience
Current Statistics Primary research Pinterest for men
Gendification

14. Enhanced Attention to Male Audience
Current Statistics Primary research Pinterest for men
“Only when I have a clear goal in mind, like gathering design ideas for something like
decorations for a Chinese New Year themed party will I use the search and actively pin
onto a board. Otherwise, I’d just look at what is on my homepage, which are things that
are suggested and recommended, and like the posts.”
– Interviewee 3
Partners

15. “I click on the source to get the high quality picture or just more pictures for design
work. For one of my design projects, I worked on a interior design magazine, so I
browsed Pinterest because it has a lot of beautiful photos. I clicked on the source to see
the high definition photo. I also love the related pins on the bottom. I start browsing for
the specific thing I want that way. A new feature I love about Pinterest is the search
button once you click into a pin. It automatically searches for visually similar results.”
– Interviewee 3
Enhanced Attention to Male Audience
Current Statistics Primary research Pinterest for men
Partners

16. Pinterest For Men
-The New Style Of Living-

17. Personalize Pinterest with Gendification
Globally, 42% of users are women.
The chances the homepage will be full of women
oriented posts is high.
The most common things men search for on Pinterest.
Suggestion: Require gender for first log in.
Current Statistics Primary research Pinterest for men

18. If you first log in as a male,
you will be redirected to a less-girly themed Pintrest, with
more posts of what you have pinned before….

19. Personalize Homepage with Targeted Partnerships
Up and Coming Men’s Apparel Brands Cooking Blogs
Current Statistics Primary research Pinterest for men

20. Pinterest’s Full Potential Unlocked
Perfect for gift hunting
Perfect for business

21. Gendification
The Breakthrough
Partners
Pinterest
daily

22. Questions?
Pinterest For Men: Targeting China

23. http://sproutsocial.com/insights/new-social-media-demographics/
http://techcrunch.com/2014/11/13/men-are-now-pinterests-fastest-growing-demographic/
http://fashionchinaagency.com/top-10-chinese-fashion-brands/
http://www.douban.com/
http://www.7878778.com/
References
https://blog.pinterest.com/en/battle-sexes-pinterest-style