Pinterest social network surges in popularity

Summary:Traffic for the invitation-only online scrapbooking site spiked 50 percent between January and February 2012.

More evidence that Pinterest is a social network for small businesses to consider seriously as they take their marketing strategies digital.

A new report by Experian Marketing Services pegged the invitation-only site -- which acts as an online scrapbook where people can "pin" photos, sites and interests -- as the third most popular social networking site, behind Twitter and Facebook.

Seriously.

The Experian report, "The 2012 Digital Marketer," notes that Pinterest traffic spiked 50 percent between February 2012 and January 2102. That statistic pales compared with this one: The site received 21.5 million visits during the week ended Jan. 28, 2012. That was 30 times the volume during the last week of July 2011.

Here are some stats on the site visits:

  • 60 percent are female
  • 55 percent are between the ages of 25 and 44
  • The highest share of visits come from people in the states of California and Texas
  • Many visitors spend time on house, garden, sports, fitness and family-oriented Web site

Anyone in small-business marketing who is trying to get a better grip on online trends and best practices really should download the free report, even though you'll have to give up contact information to do so.

Here are some other highlights:

  • 91 percent of all online adults now use social media regularly
  • 28 percent of smartphone owners watch video on their phone even month
  • Revenue for email marketing campaigns that include a "friends and family" element is two times higher, on average, than for other campaigns

Related stories:

Topics: Networking, Collaboration, SMBs, Social Enterprise

About

Heather Clancy is an award-winning business journalist specializing in transformative technology and innovation. Her articles have appeared in Entrepreneur, Fortune Small Business, The International Herald Tribune and The New York Times. In a past corporate life, Heather was editor of Computer Reseller News. She started her journalism lif... Full Bio

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