After a long wait and, as things currently stand, the non-merger with Audipress, Audiweb has finally released the data for 2021, publishing this week those relating to the total digital audience for the months of January, February, March and April.
The data are produced with the Audiweb 2021 survey system adapted to the new cookieless scenario, and therefore are NOT comparable with those of the previous year. On the other hand, the monthly one was added to the total digital audience on the average day. A fact that gives an idea of the “firepower”.
According to data from the Communications Authority (AGCOM), at the end of 2020, Pinterest (+3.6 million users) bypasses LinkedIn and becomes the third social platform for the number of users in Italy, excluding YouTube.
Here then, from the data relating to the first four months of the year, we have extrapolated those of the unique Pinterest users.
Both the daily and monthly audience decreased in the first quarter. Unique users on the average day went from 3.66 million in January to 3.12 million in April. Down by 14.85%. The monthly one from 21.24 million to 19.84: – 6.56%.
This is a trend common to most social media platforms which, after booming during long periods of forced isolation due to the pandemic, now have a decline due to excess social fatigue. Moreover, the significant difference between the drop in users in the average day and the monthly ones confirms that Pinterest is used less frequently.
However, Pinterest numbers remain important. Suffice it to think, for example, that, despite the boom in video streaming, RaiPlay, in April 2021, amounted to approximately 768 thousand unique users per day and 7.61 per month. Well below the social platform.
In short, in our country Pinterest is of absolute importance, even if it is neglected in most of the strategies of presence on the various social platforms of companies, institutions and organizations.
A success built also thanks to the absence of hate content and “fake news” which instead, as we know, are a relatively minimal but no less dangerous part of the contents circulating on other social networks.
If, as it most likely is, you have not yet included Pinterest among the social networks on which to be present, it is absolutely time to do so, also in function of the growing push on “social commerce” by the platform, as evidenced, for example, by the case of American Express.
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