The latest report into the social media site Pinterest shows that its reach and popularity has extended far beyond the North America and is proving to be a hit across Europe. The main users, however, remain predominantly female.
ComScore, the Internet marketing research company which provides marketing data and services to many of the Internet's largest businesses, has issued a report about the popularity of the social media site Pinterest.
Pinterest is a pinboard-styled social photo sharing website. Users of the service can create, as their imagination dictates, theme-based image collections. These are similar to digital scrapbooks.
According to a feature in The Guardian:
"The year-old site started as an idea for a online catalogue where friends could share tastes. Early adopters include crafters, foodies and creatives who jumped on the easy way to store sources of inspiration and share ideas in an online moodboard. Those who are self-confessed "pinddicts" talk of a need to organise and compartmentalise in a digitally scatty world."
The Guardian itself has a pinboard, which provides an example of what the site has to offer.
Pinterest was established as an 'open' system in late 2010. By the end of 2011, CNet placed it amongst the top ten social network sites., quoting an Experian Hitwise report:
"The site received nearly 11 million visits in the week that ended December 17, almost 40 times the number of visits it received during a single week six months earlier."
As of the end of January 2012 Marketing Land noted that Pinterest was the 60th most visited site in the USA. In a separate review, Marketing Land have noted that users of the site are predominately female and generally fall within the 25-44 year old demographic.
The new report from ComScore turns its attention to the European social networking market. The report's summary states:
"The fastest growing market for the social network between May 2011 and January 2012 was Germany, where visitors to the site spiked by over 2956 percent, and in January 2012 the site had 67,000 unique visitors. Spain ranked second with a rise of 1348 percent during the time period, with 62,000 people visiting the site in January 2012. Pinterest grew nearly 80 percent in the UK and by some distance it was the largest market for Pinterest.com with 245,000 unique visitors in January 2012. Between December 2011 and January 2012, visitors from France and the UK decreased slightly but engagement on the site rose by 1740 percent and 20 percent respectively."
Despite Pinterest's success it is not without controversy, especially in relation to the 'borrowing' of pictures. In response to this, Mashable reports that the rival photo sharing website Flickr has allowed its users to block users of Pinterest from copying photographs (a "nopin" instruction). There have also been complaints from iStock about the use of copyright images, a concern featured by the specialist website PaidContent.org.
Given the success and growth of Pinterest, and with this the potential capitalization of the company, the issue is very likely to resolved through some kind of agreement. In the short term at least Pinterest is likely to remain within the top group of social networking sites.