Is Pinterest Becoming The First Tablet-First Social Network?

We recently took a look at how Pinterest’s incremental audience growth directly attributable to mobile (smartphones and tablets) outperforms that of all other top social networks.

So let’s take this opportunity to take a closer look at the makeup of Pinterest’s user base, using comScore‘s latest multi-platform data.

In terms of the role of total mobile audiences — visitors who access the sites on smartphones or tablets but may also do so on other device types — Pinterest and Facebook have a similar audience make-up.

In February 2013, Pinterest had 23 million mobile unique visitors or UVs. In the next four months, Pinterest grew that audience 10% to 25.3 million for June 2013. As such, mobile UVs now account for 55% of Pinterest’s audience.

For comparison, Facebook had 11% more mobile UVs in June than February; and 60% of Facebook’s U.S. audience is now mobile.

Now let’s look at mobile-only UVs — users who accessed the platform only via a mobile device.

Pinterest had 18.2 million mobile-only UVs in June 2013, 28% more than it had in February; mobile-only now represents 35% of Pinterest’s audience.

Facebook had 38.6 million mobile-only UVs in June 2013, 31% more than it had in February.

But mobile-only still represents just 21% of Facebook’s audience.

In other words, Pinterest is significantly more dependent than Facebook on mobile for its overall audience numbers.

ComScore does not break down its mobile data by device, but according to a recent ShareThis study, Pinterest accounts for 48.2% of total sharing on iPads and Facebook accounts for 66% of total sharing on iPhones. It’s clear that tablet usage is driving a robust portion of Pinterest audience activity.

Pinterest seems to be on its way to becoming the first tablet-first mobile network. That isn’t a bad place to be considering that tablet penetration still has room to increase while the smartphone market is getting saturated in the most developed economies.

Download the chart and data in Excel.

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