Pinterest is arguably the hottest social media site on the Internet—user traffic to the online social catalog has skyrocketed since mid-2011—but the website also boasts strong audience engagement, retention, and "virality" among its core demographic, according to a report by RJMetrics.

Based on data collected and analyzed by RJMetrics, key findings from the report include: 

  • Pinterest is retaining and engaging its users 2 to 3 times more efficiently, on average, than Twitter was at a similar time in its life cycle.
  • "Pins" link to a huge array of websites. For example, Etsy is the most popular source of pin content, but it accounts for only 3% of pins.
  • 80% of pins are "re-pins," attesting the viral nature of the Pinterest community. By contrast, at a similar point in Twitter's life cycle, roughly 1.4% of all tweets were re-tweets, according to a study conducted by Hubspot in 2009.
  • The "quality" of the typical new Pinterest user (where quality is defined by a user's level of engagement and likelihood to remain active) is high, but declining. Users who have joined Pinterest in recent months are 2 to 3 times less active during their first month than users who joined before them.

Below, detailed findings from the RJMetrics report Pinterest Data Analysis: An Inside Look.

Pins Connect to a Vast Array of  Web Sources

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