Pinterest Reports Men Are Planning To Shop A Lot More This Year

Source: Pinterest

In a new report based on Talkshoppe data, Pinterest says that men are expected to do a lot of shopping this year.

According to the report, "75% of men in the study are planning to spend more this year to bring their goals to fruition." These range from big goals like eating better and finding work-life balance to simpler changes such as socializing more and spending time with friends. When it comes to the specifics, men in the study planned to see more movies (55%), go out to eat more (55%), host more parties at their homes (50%), and find more activities to do with their family (60%).

The study also revealed that men shop differently from other audiences. They tend to be more brand conscious and are willing to spend more on brands that they know or trust.

For Pinterest specifically, 80% of men said they use Pinterest because the platform is personalized to them. They also agree that shopping on Pinterest typically leads to them finding something unexpected that they enjoy.

Along with the data, Pinterest also provides a number of recommendations of how brands can capitalize on these trends. The platform recommends strategies like aligning content messaging with key moments (such as seasonal holidays, cultural events, and big life moments) and highlighting new products that can help men pick up new hobbies.

This report is beneficial to marketers as it helps them understand key behaviors and interests among the Pinterest community and learn how to capitalize on them. Pinterest usage by men has been relatively low since the platform's creation, but it is currently one of the fastest-growing demographics. The platform is now reaching 27% of U.S. men aged 25 to 54.

Pinterest has never been the first platform that marketers consider when trying to reach men, but this new data and the growing community reveals the opportunity for marketers to utilize Pinterest as a means to reach this demographic.

YouTube and Twitch have a disproportionately high number of male users and offer a higher level of brand competition than other platforms. Due to the fact that most brands aren't using Pinterest to reach men, brands who put effort into the platform or who experiment by sharing their own content or collaborating with creators on branded content can potentially reach men who are looking to spend money.

An interesting aspect of the growth of the creator economy has been its impact on the user bases of social media platforms. Similar to Pinterest, LinkedIn is currently experiencing a huge increase in Gen Z users on the platform.