I wrote a piece this week discussing Facebook’s efforts to (presumably) attract higher female engagement by emulating Pinterest. The principle assumption that I made was that Pinterest was a female-dominated platform. Gail Gardner of GrowMap read the piece and left a comment sharing that visual.ly published an infographic showing that Pinterest was dominated by men in the U.K.
I found the infographic (posted below) and read in the footnotes that the information was gleaned from Google DoubleClick Ad Planner. So I went there and queried Pinterest audience in the U.K. and the gender breakdown was as advertised: 57% men to 43% women. So it would appear that the assumptions that I (and many people) make about Pinterest being a female-friendly site may be incorrect….. or are they?
Just for some context I decided to query other social networks and was surprised that Google returned every one as male-dominant. Here is a sample (US stats in parentheses)
Facebook: 59% male, 31% female (40% m / 60% f)
Twitter: 64% male, 36% female (40%m / 60% f)
Linkedin: 64% male, 36% female (47% m / 53% f)
Instagram: 70% male, 30% female (26% m / 74% f)
The counterintuitiveness of Google DoubleClick’s U.K. social network demographics leave some question as to their validity. One would assume given a common language and similar quality of life that there would be more congruence between social audience in the U.S. and U.K. What visual.ly may have uncovered isn’t an anomaly for Pinterest but a problem with Google’s DoubleClick tool.
Before using Google DoubleClick to plan a targeted campaign I would seek third-party validation of their data results (not precisely, but approximately). It seems that at least for the U.K.-specific data there is something askew in the numbers. It would be a shame to target men in a British Pinterest campaign if they really aren’t there.
I can’t say for certain, but I suspect that social networks in the U.K. trend much more feminine than this tool indicates. If they don’t, Google Plus must be huge there.