Pinterest Inc. says it has 150 million users, which is 50% more than it said it had in September 2015 when it crossed the 100 million user threshold.
The social network says that its user base is also becoming increasingly diverse. More than half of its users—and 75% of new signups—are from outside the United States. And despite the platform’s reputation of being primarily used by women, 40% of its new users are men.
“As a Pinner once said to me, ‘Pinterest is for yourself, not your selfies’—I love that. Pinterest is more of a personal tool than a social one. People don’t come to see what their friends are doing. (There are lots of other great places out there for that!) Instead, they come to Pinterest to find ideas to try, figure out which ones they love, and learn a little bit about themselves in the process,” writes Ben Silbermann, Pinterest’s CEO and co-founder, in a blog post. “Personally I can’t wait to see what new ideas all these people bring to Pinterest, and find out what happens when they give those ideas a try.”
The growth of the platform’s user base comes at a time when Pinterest is making the pitch that it offers retail advertisers a unique set of tools and data they can use to drive sales. Pinterest has rolled out a number of advertising tools over the past few months that enable retailers to target consumers who have interacted with a merchant’s pins, let merchants target shoppers who have taken specific actions on their websites, as well as enabled a retailer target consumers who share traits or behaviors with a retailer’s visitor or customer list.
But even with the strong user growth, Pinterest has far fewer active users than many of the social networks it competes with for retailers’ ad dollars. Facebook, for example, has 1.712 billion monthly active users, Instagram has more than 500 million and Twitter—which has been under heavy scrutiny for its slow user growth—has 313 million.