Today, the image-sharing social network Pinterest announced marketing insights for men -- one of its fastest-growing demographics.
A new study by Pinterest shows that men are more excited about their consumer goals in 2022 than they were last year. In addition, 75% of male respondents plan to spend more than they did in 2021.
Male-focused trends included in Pinterest's study highlight the desire for more activities after limitations posed by the ongoing COVID-19 pandemic. Top 2022 desires for men included discovering more activities to do with their families (60%), eating out more often (55%), seeing more movies in theatres (55%), hosting more parties in their homes (50%) and buying a new car (30%).
This recent study also helps define men's shopping habits compared to other consumers. For example, Pinterest found that men converted more quickly than women did. On their path to purchase, men conducted fewer searches in a specific category.
Men were also willing to spend more on a brand they recognized, and would even pay full price to get what they wanted more quickly, in order to avoid waiting for a sale. This insight may help marketers and brands to reach men early and often, as male shoppers are looking to make a quick and confident decision.Pinterest also identified personalization as the top driver for brand success among men.
Finding the right item was the most common factor in men claiming they had a successful shopping experience.
Pinterest allows users to pin images into categorized inspiration boards. Some advertisers find the platform helpful because large and small businesses are able to place shoppable pins that customers can click on to buy a desired product directly on the site.
Some brands have adopted Pinterest's personalized and trend-heavy network. Kohl's, for example, is attempting to reach men by focusing on specific trends like Men's Flannel Outfits, Men's Workout Apparel, and Men's Business Casual Style.
When it comes to shopping on Pinterest, 80% of men reported that doing so often leads them to products that are unexpected in a surprising and delightful way. Furthermore, 85% said the platform felt personalized to their interests, which ultimately led to tailored product suggestions.