Pinterest's Traffic Data Reveals Its Biggest Weakness

Ben hovanessTBG Digital’s Ben Hovaness

Photo: TBG Digital

Pinterest may be the hottest new media play on the block and the anodyne, addictive scrapbooking site has been welcomed with open arms by marketers such as Procter & Gamble and Kate Spade.But a fascinating analysis of its users and traffic by analyst Ben Hovaness of TBG Digital, a major seller and manager of ads on Facebook and other social media, reveals that Pinterest ain’t perfect. Most disconcertingly, there’s less sharing than you’d think on the site, TBG claims.

Pinterest is strong in referrals.

But the business media has overstated its growth.

Women rule on Pinterest, but it's now clear by how much.

Successful social networks don't have lopsided gender audiences.

The biggest problem: People don't talk to each other on Pinterest.

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