Marketers, 80 Percent of Pinterest Users Are Female. Is Your Brand There?

Pinterest, the incredibly popular online bulletin board/scrapbook/inspiration organizer now has more than 11 million unique monthly users. And according to recent numbers from Internet-monitoring firm comScore, it has more than doubled its audience over the past six months.

So, who’s using it? You guessed it. WOMEN. Eighty percent of Pinterest users are female and they are spending more time on there than Twitter, LinkedIn and Google+ combined.

The rapid growth can certainly be attributed somewhat to a higher acceptance of social networks now. But keep in mind, there are thousands of new startups in the social arena. What makes Pinterest different? As noted in an article on Mashable, CEO and co-founder of Pinterest, Ben Silbermann said, “the growth has been organic: People would join, become proud of their collections and show it to their friends.” (what women want)

And according to CNN Tech, Silberman said the site will soon roll out new profile pages that have been redesigned to look “more beautiful” and to display users’ influencers more prominently.

Women are flocking to Pinterest and the infographic below reveals just how powerful it is, but more importantly, the opportunities it offers brands. 

80% Pinterest Users are Women

Stephanie Holland is President and Executive Creative Director for 
Holland + Holland Advertising,Birmingham, AL. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

When Marketing to Women, Please Note: Digital Marketing Isn’t a Fad – It’s The Future.

It’s difficult to think anyone would still believe that digital or more specifically social and mobile are fads, but this Infographic by @ROI_Media certainly helps clear it up.

And since women rule the Internet, marketers would be wise to take heed. Are you connecting with women online?


Still think Digital Advertising is a fad.

Infographic by the social media marketing team @ROI_Media

Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising,Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Marketers: Are You Ignoring The Once, Highly Sought After, Female Baby Boomer?

According to eMarketer, boomers, whose median age is 55, spend more time and money online than any other demographic. Yet, this market is essentially neglected by most advertisers and marketers.

It is estimated that 78.2% of this cohort, or nearly 60 million adults, is online. Even as their numbers decline, that penetration rate will remain high through 2015. And they control more than $2 trillion in annual spending.

“The baby boomers grew up being chased by marketers and advertisers that tailored products and brands to appeal to them,” said Lisa E. Phillips, eMarketer senior analyst “Now the median age of this cohort is 55, and many boomers feel as if they have dropped off many marketers’ radar.”

This is not new, news to Marti Barletta.

She has been shouting the neglect of the baby boomer market for quite a while.  Actually, she talks specifically about the “lifestage” they happen to be moving through and she zeros in on the segment of boomers who not only have the money, but control the spending. She calls them “PrimeTime Women” and authored a book titled the same.

Barletta emphatically states that women currently in their “PrimeTime” are the healthiest, wealthiest and most active, educated and influential generation of women in history.

I purchased PrimeTime Women a couple of years ago at the Marketing to Women Conference in Chicago and still refer to it all the time.  Realizing that the female boomer is your market is of no value – unless you are saying what she wants to hear.

Below are just a few nuggets from PrimeTime Women to help you better understand who she is:

  • She is happier and more content and possesses a brighter, more optimistic disposition than Generation X and Generation Y women.
  • She has a newfound sense of freedom to be herself.
  • She is not just active, she’s a bit of an activist.
  • She will go out of her way to buy from companies who are environmentally conscious.
  • She knows how to handle unexpected turbulence and how to get around obstacles in ways that younger women have yet to figure out.
  • She feels her greatest achievements lie ahead of her.
  • In most instances, using conventional celebrity advertising to reach PrimeTime Women won’t work. Consumers in PrimeTime have less of a need to aspire up and impress others and are no longer as driven by materialistic values such as fame and fortune. That is not to say that all celebrity usage is ineffective, but there is a different dynamic. Instead, they are drawn to people they already do like those who are approachable.
  • PrimeTime women have many things that they care about more than when they were younger. For example:
  1. Family and personal legacy
  2. Time to finally do something for themselves without feeling guilty
  3. Milestones are key triggers in the decision making process
  4. Experiencing life to the fullest

If you recognize the female boomer as a viable market and want to connect with her effectively, I highly suggest you purchase your own copy of PrimeTime Women.

If you’re still not convinced, I suggest you RUN get a copy.


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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Mistakes In Marketing to Women Online

Below are five BIG mistakes men make in trying to market to women online:

  1. Mistaking Women for Soccer Moms – Not all women have the same buying process.  By stereotyping your female customers you’re not going deep enough to truly understand who they are and what they want.
  2. Failing to Establish a Relationship with Her –  Online you must create a relationship and build trust with your female customers.
  3. Thinking Pink –  When men attempt to market to women they immediately think pink, they couldn’t be more wrong.
  4. Believing the Lowest Price Always Wins –  Some things actually matter more than price.
  5. Insufficiently Describing Your Products/Services –  Women often have many more questions than do men.  You need to know what those questions are and where to answer.

Recent studies show women and men do not shop the same way online. You need to understand your audience if you want to reach them. Women are shopping online in record numbers. Analyst predict that internet shopping for women will continue to increase dramatically. Even during tough economic times, internet purchases are expected to grow.

To make your business more relevant, you must look at ways you can attract this powerful spending force and understand the unique needs of your female customers.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email