How Women Dominated Digital Marketing
Digital marketing is doing a double-take since recent research shows women outranking men on social media’s top three sites. That’s right, the gentler sex has a stronger presence on Twitter with 58%, Facebook with 64%, and an overwhelming 80% on Pinterest.
The latter is particularly important since shoppers referred by Pinterest are 10% more apt to buy online than visitors who arrive via Facebook or Twitter. And when it comes to engaging users, Pinterest retains their interest twice as long as Twitter. This proves that women’s interests are important factors to be considered when it comes to digital marketing.
Currently Pinterest is the country’s third most popular social network in terms of traffic, yet it may soon surpass Twitter since its users have increased by more than 145% from 2012. Equally impressive digital marketing statistics cite Pinterest as the fastest ever standalone website to eclipse the 10 million per month as it boasts more than 11 million unique visitors a month.
So, what do all these figures mean to digital marketing agencies? For starters, you can bet digital media advertising is going to switch gears to gear toward women—especially in the craft, gift, hobby, leisure, interior design, and fashion design industries which all pull well on the site, no doubt due to its female-dominated audience who posses the majority of buying-power in US households, this will clearly change the current flow of digital marketing.
Perhaps that’s why the sum of same-store referral traffic from Pinterest to five specialty apparel retailers rose by nearly 4000% from July to December in 2011. Since then, pins related to trending topics have seen an average of 94% increase in click-throughs while call-to-action pin descriptions show an 80% increase in engagement.
Recent demographic data also indicates Pinterest users are more likely to reside in the midwest and may be older than typical social networkers since only 30% of female Pinterest users fall into the 25-to-34-year-old bracket.
Regardless of age, women are a dominant force in digital marketing—whether they are playing games on Facebook (which they do 40% more than men), watching a TV show online (which they do 70% more then men) or making those ever coveted online purchases that digital marketing agencies and small business social media virtually live for.