4:24 PM PST · February 7, 2012
It’s beautiful, it’s addictive, and now Pinterest is having its glorious hockey stick moment. TechCrunch has attained exclusive data from comScore showing Pinterest just hit 11.7 million unique monthly U.S. visitors, crossing the 10 million mark faster than any other standalone site in history.
In fact, users are spending so much time sharing their favorite images that now only Facebook and Tumblr have more social media time on site than Pinterest. Who’s propelling its rise? 18-34 year old upper income women from the American heartland. Maybe we should call it blow-dryer growth.
According to comScore, the average Pinterest user spend 98 minutes per month on the site, compared to 2.5 hours on Tumblr, and 7 hours on Facebook. If you don’t count sites like Google+ or new Yahoo channels that have built in user bases, comScore’s data shows Pinterest would be the fastest site of any kind to hit 10 million monthly uniques in the U.S.
[Update: comScore reported to us that Pinterest was the fastest independent site to hit 10 million monthly uniques in the U.S., and that according to its data, Formspring never reached 10 million monthly active users in the U.S. and instead peaked around 8+ million.
Formspring‘s founder Ade Olonoh shows that according to Google Analytics, Formspring reached 10 million monthly global uniques in 2 months, faster than Pinterest.
Unfortunately it’s not really possible to directly compare separate traffic measurement services such as comScore and Google Analytics as they frequently differ. Other sources of data than comScore might show Pinterest and Formspring’s growth differently. This article is based on comScore’s data in the U.S. alone, and the headline and article have been updated to reflect this as it wasn’t entirely clear at first.]
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BOOK NOWThis proves the power of the interest graph, and could convince more startups to build around what people care about instead of the social graph of who they care about.
Unlike most web startups, Pinterest’s core user base is not the typical early adopter set from the west and east coasts of the United States. While the Pacific and North East regions contained the most Pinterest users in May, now its strongholds are in the East South Central and West North Central States, such as Kansas, Missouri, Minnesota, and Mississippi.
Next, the question will be when should Pinterest start to seriously monetize. branded pins, and brand pages are all options, and the site may already be earning money through affiliate links. Suddenly, it seems the investors that got in at that rumored $200 million valuation, and especially that $40 million valuation from September pinned a real winner.
[Image Credit:ElevateStyles]
Josh Constine is a venture partner at $2.1 billion early-stage VC fund SignalFire that builds AI to help its portfolio companies with recruiting and sales. He focuses on consumer, including social, marketplaces, and AI-enabled services. He also leads SignalFire’s PR and fundraising advisory program for its portfolio. Previously, Constine was Editor-At-Large for TechCrunch and was ranked the #1 most cited tech journalist 2016-2020 by Techmeme. Constine has moderated 200+ on-stage interviews and keynotes in 18 countries with leaders including Facebook CEO Mark Zuckerberg, Senator Cory Booker, and whistleblower Edward Snowden. Constine graduated from Stanford University with a Master’s degree he designed in Cybersociology, has been quoted in the NYT and WSJ, and is regularly featured on CNN.
Constine currently writes a weekly newsletter called Moving Product at https://constine.substack.com/ where he discusses big ideas facing the startup industry, the most exciting new tech products, and interviews top industry talent about the most important recent launches.
Previously, Constine was the Editor-At-Large for TechCrunch where he wrote over 3500 blog posts about social tech giants like Facebook and Snapchat as well as early stage startups across verticals. His work was cited on the floors of the Senate and House Of Representatives, and led to the shut down of Facebook’s Onavo market surveillance app.
Constine was formerly the Lead Writer of Inside Facebook through its acquisition by WebMediaBrands, covering everything about the social network.
Constine graduated from Stanford University in 2009 with a Master’s degree in Cybersociology, examining the influence of technology on social interaction. He researched the impact of privacy controls on the socialization of children, meme popularity cycles, and what influences the click through rate of links posted to Twitter. Constine also received a Bachelor of Arts degree with honors from Stanford University in 2007, with a concentration in Social Psychology & Interpersonal Processes.
Josh Constine is an experienced public speaker, and has moderated over 190 on-stage interviews in 18 countries with leaders including Facebook CEO Mark Zuckerberg, Instagram’s founders, whistleblower Edward Snowden (via on-stage video conference), and U.S. Senator Cory Booker. He also delivers keynotes on how to pitch startups, press strategy for tech companies, and how to turn your passion into your profession. He is available to moderate panels and fireside chats, provide keynotes, and judge hackathon and pitch competitions. You can contact him at Joshsc [at] gmail .com
Constine has been quoted by The Wall Street Journal, CNN Money, The Atlantic, BBC World Magazine, Slate, and more, plus has been featured on television on Good Morning, America, The Today Show, China Central Television, and Fox News. Constine was ranked as the #1 most cited tech journalist on prestigious news aggregator Techmeme from 2016 to 2020.
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