July 22, 2013
Interest in Pinterest has skyrocketed in the past six months, leaping from 48.7 million users globally in February to more than 70 million users as of this month, a new study has revealed.
Of those 70 million users, 79 percent of all active users reside in the U.S., according to findings from social media research firm Semiocast. However, new growth is not due to sign ups in the U.S. but to a surge in new users abroad. In June, 45 percent of new users were from countries other than the U.S.
“While Pinterest is still growing at an impressive rate, this growth has been stabilizing for about a year, the study reveals, and has even been slowing down in the U.S., hence the need to expand internationally,” Semiocast said in a blog post.
“In June 2013, 55 percent of new Pinterest users come from the U.S., and at the current rate, in spite of the massive weight of the U.S. in the total user-base, international users might overcome U.S. users within 18 months.”
Pinterest, presently, is much more popular in North America and English-speaking countries. The U.S. holds the No. 1 slot with 49 million registered accounts — or 71 percent of the total — followed by Canada, the U.K., Australia and Mexico.
Pinterest began its global push in May with its Pin It Forward U.K. campaign and, in June, debuted the French edition of its website — the first non-English localized site to be launched by the popular digital pin-up board. French iOS and Android apps were also launched. In each country, the company invited 300 bloggers to join the network and report on the experience.
Despite its efforts in the U.K. and France, neither campaign appears to be yielding any “significant” or “sustainable impact on user growth,” the study showed. The average daily number of new accounts from both France and the U.K. revealed a slim decrease between early May and the end of June, following a global trend.
“Pinterest’s activity rate, which may seem very low, is actually higher to what Semiocast analyzed on larger social networks, and especially on Twitter,” the post said.
“While fatigue is an expected phenomenon for popular social networks, it seems to affect Pinterest less, as at least more than 50 percent of users did connect to the service in the past four months.”
Pinterest business accounts, which the social media site launched earlier this year, have yet to take off. Business accounts, which include an analytics tool, allow current users to convert standard accounts to the business format.
The study revealed, however, that many businesses did not opt-in. In fact, as of July 1, only half a million accounts had been created or converted.
Leading the way with Pinterest business accounts is the U.S., followed by China.