Propelled By Women, Pinterest Beats Out Email In Social Sharing For First Time [Report]

Pinterest has snagged the bronze from email. New data from social sharing service ShareThis shows that for the first time, Pinterest outpaced email to become the third most popular sharing channel in the fourth quarter of 2013.

While sharing via email declined 11 percent year-over-year, Pinterest shares increased 58 percent, making it the fastest growing sharing channel in 2013. Most of that growth was driven by women, who account for 56.76 percent of social shares across all channels and 57.63 percent of shares to Pinterest.

“The fact that Pinterest, which is still relatively young compared to the other social channels, has surpassed email, which has been a sharing tool for decades, is just one example of how quickly consumer preferences and habits are constantly changing,” says ShareThis.

Midwesterners shared via Pinterest more than consumers in other regions of the US. Overall, Northeasterners share more than every other region, yet they are the least likely to share via Pinterest, preferring Twitter and LinkedIn.

On the whole, 2013 set new social sharing records. Consumers shared 37 percent more often in 2013 than in 2012. Clicks on those shares also rose 12.6 percent year-over-year.

ShareThis published the results in its quarterly Consumer Sharing Trends report, which analyzes consumer sharing across more than 120 social channels on both desktop and mobile and breaks down geographic and demographic sharing trends as well. See the infographic below for more social sharing stats.