Pinterest told theÂ Wall Street JournalÂ earlier this year that the website was hoping to bring more men to the platform.
At the time, the website had over 70 million visitors per month and 71 percent of them were women. AÂ surveyÂ commissioned by Pinterest marketing partner Ahalogy reports that men are signing up in record numbers.
“Males are the fastest growing group on Pinterest,” the survey said. “As almost two-thirds of active males have joined in the past year.”
Valued at $11 billion, Pinterest is free to join and use, but the Ahalogy survey claims that 73 percent of active Pinterest users have bought something that they found on the platform. Pinterest even added a buy button earlier this year, which pinners can use by clicking on the pinned product, choosing their size or color and purchasing with a credit card or Apple pay.Â While there are no added fees for Pinterest purchases, Pinterest can charge retailers who want promoted placement on the website.
Pinterest’s users tend to be young, white and heterosexual. About 67 percent of active pinners are under 40, 75 to 80 percent are white and 88 percent are straight, but those who don’t identify as heterosexual “are slightly more likely to purchase products they’ve pinned,” according to the survey.Â However, Hispanic membership is currently growing rapidly, up from three percent in 2014 to nine percent in 2015.
Pinterest is also the first major technology company to be aggressive about its goals to hire women and people of color. In a recent Pinterest blogÂ post, co-founder and CCO Evan Sharp shared the company’s hiring goals for 2016. He admitted that the company has only made modest progress since last year. Female employees increased from 40 to 42 percent.
However, his post lists the numbers Pinterest wishes to reach in 2016, including increasing hiring rates for full-time engineering roles to 30 percent female and eight percent for ethnic minorities.
“By sharing these goals publicly, we’re holding ourselves accountable to make meaningful changes to how we approach diversity at Pinterest,” Sharp wrote in the post. “We’ll also be sharing what’s working and what isn’t as we go, so hopefully other companies can learn along with us.”