Pinterest users profiled

YouGov
August 21, 2020, 10:08 AM UTC

The social media platform’s audience is predominantly female, and enjoy arts and crafts

According to YouGov Profiles data, one in eight Britons are Pinterest users, with 12% saying that they have used the social media platform in the last 30 days.

Pinterest users are disproportionately female: fully three quarters of British users are women (76%). In fact, three in ten of the entire British user base (29%) are women under the age of 35.

Smartphones are the most common way of accessing the site, with close to two thirds of users (64%) saying this is how they check out their boards. Nevertheless, many users are visiting via their laptop (20%) or tablet (21%).

Pinterest users are more than twice as likely as the average Briton to enjoy arts and craft in their spare time (39%, compared to 18%). Other spare time activities they are more likely to participate in than the population as a whole include cooking, “online entertainment”, puzzles and crosswords, and reading.

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