According to recent facts and figures, 80% of up-and-coming 'social pinboard' Pinterest's users are women. Apparently something to shout about in the manly world of online, it's got the rest of the internet stroking their beards trying to figure it out. Why don't men like it as much? What is it about the gender-neutral site that has appealed so strongly to the girls?
I'll tell you what.
Mood boards.
It's a never-ending online collection of our very own curated tastes, desires and aspirations. Have you ever read a magazine for ladies? It's a big ol' mood board of expensive clothes, blue make-up and ugly £100 cushions, all stuck together by manicured women in a posh office.
But with Pinterest, the fairer (and more creative) sex can cultivate their own aesthetic. Push off Marie Claire/Elle/Vogue. We can collect our own ideas. We can arrange them in a stylish way for future reference on that inevitable miraculous day when we decide to make our lives prettier, smarter, better etc.
Women can connect with, share and display their creativity. And it's a powerful force to be reckoned with; Pinterest drives more traffic than YouTube, Reddit, Google+, LinkedIn and Myspace (and is visually much more stimulating that the powerhouse that is Twitter).
It's scrapbooking without the Pritt Stick.
It's a glossy mag without irritating diet tips.
It's style, dictated by the individual.
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