Pinterest is one of the leading drivers of social media referral traffic, and it’s only becoming increasingly important to the marketing mix with improved search, new advertising options, and a push into ecommerce.

With that mind, marketers are going to want to know as much as possible about Pinterest’s use base and how people are actually using it.

Ahalogy recently released its 2015 Pinterest Media Consumption Study, which includes a ton of interesting stats about how people are using it. It literally runs through the who, what, when, where, and why. They polled over 1,000 people and determined that 82% are female and 18% are male, but that men on Pinterest have increased 4% since 2014.

Beyond gender, the study looked at race, education, employment, marital status, age, household size, sexual orientation, pets, kids, and income. 75–80% identified themselves as white compared to 10% and 5% African-American. 45% have graduated college or postgraduate. 56% said they are employed with 15% saying they are a homemaker, 12% unemployed, and 10% students. Respondents were more likely to be single and living alone (33%), and less likely to be divorced (9%).

82% of daily pinners are under 40. 88% heterosexual, and active pinners are more likely to have pets than not. 61% have dogs while 43% have cats. The number of active pinners with children dropped to 36% from 46% in 2014. Users are also more likely to be affluent with 45% having household incomes of at least $60k and growth in the $60-100k range.

There are really a ton of different comparisons throughout this report, but here’s a look at categories most browsed by active and daily pinners:

This barely scratches the surface of this report, and if you’re seriously interested in expanding your Pinterest marketing efforts, I highly recommend taking a look at it. It’s free, and it’s nearly 50 pages long.

Last month, Pinterest announced its first round of integrations built on its new developers platform, which come from IFTTT and Polyvore. They’re just getting started with that, and as the developer ecosystem continues to grow, Pinterest’s presence will as well, and ultimately, so will marketers’ need to take advantage.

Via Social Media Today

Images via Pinterest, Ahalogy