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Pinterest

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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.

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Pinterest

  1. 1. Michelle Cho, Michelle Tai, Andreea Nan Pinterest For Men: Targeting China
  2. 2. 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
  3. 3. Gauging Targeted Demographic Current Statistics Primary research Pinterest for men 57 Participants
  4. 4. Gauging Targeted Demographic Current Statistics Primary research Pinterest for men 57 Participants 31 Males
  5. 5. Gauging Targeted Demographic Current Statistics Primary research Pinterest for men 57 Participants 31 Males 26 Chinese
  6. 6. Gauging Targeted Demographic Current Statistics Primary research Pinterest for men 57 Participants 31 Males 26 Chinese 13 International
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. “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
  11. 11. 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
  12. 12. “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
  13. 13. Pinterest For Men -The New Style Of Living-
  14. 14. 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
  15. 15. 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….
  16. 16. Personalize Homepage with Targeted Partnerships Up and Coming Men’s Apparel Brands Cooking Blogs Current Statistics Primary research Pinterest for men
  17. 17. Pinterest’s Full Potential Unlocked Perfect for gift hunting Perfect for business
  18. 18. Gendification The Breakthrough Partners Pinterest daily
  19. 19. Questions? Pinterest For Men: Targeting China
  20. 20. 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

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