Pinterest Becomes Third Most Popular Social Network

Pinterest has become the third most popular social network in the United States behind Facebook and Twitter, according to one marketing researcher.

Pinterest is a social network where people make image boards to share photos in a collection. When an image is “pinned,” it goes to a main feed where other people can either repin the image or follow the user or board.

An Experian Marketing Services report found marked increases in visitors to Pinterest’s website, including a 50 percent gain from January to February that made it more popular than LinkedIn and Google+.

The Palo Alto, Calif., company has found an ever-growing audience for its digital bulletin boards, which allow users to collect and share digital images and link them to websites. Since co-founder and chief executive officer Ben Silbermann launched the social network in January 2010, it has become especially popular with hobbyists.

Experian research showed that the site’s visitors were demographically different from those visiting other social networks, with women accounting for 60 percent of the visitors and a higher percentage of users in the Midwest, Northwest and Southeast.

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Pinterest Cover Page

Alexa, a Web analytics company that uses a combination of visitors and page views to rank the most popular sites on the Web, disagrees with Experian, currently ranking Pinterest fourth among social networks, behind LinkedIn. The site ranks Pinterest as the 16th most popular website in the United States, ahead of PayPal, ESPN.com and the Huffington Post.

Social networking accounts for 15 percent of all U.S. Internet visits, but much of that can be attributed to Facebook. The Menlo Park, Calif., social network captures one in every 10 U.S. Internet visits and one in every five page views, Experian reported.

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