The image-based social networking platform just reached 11.7 million unique monthly U.S. visitors. Consumers and brands are spending so much time on the site that only Facebook and Tumblr have more social media time on site than Pinterest.
According to the report, the average user spend 98 minutes per month pinning and liking images on Pinterest – compared to 2.5 hours on Tumblr and seven hours on Facebook.
Not counting sites with built-in user bases – such as Google+ – comScore’s data suggests that Pinterest is the fastest independent site of any kind to hit 10 million monthly unique visits in the U.S.
As TechCrunch pointed out, Pinterest’s growth signifies the importance of the interest graph, which could convince more brands to build around what people care about, instead of who they care about. Currently most networks are focused on connecting people through life events; Pinterest focuses on the product or activity rather than just the individual.
By now, Pinterest should already be on your radar. If it’s not, it’s worth checking out. Grab an invite, create a Pinterest account, and brainstorm ways that you can integrate the platform into your social media strategy.