This explains why no men were using Pinterest

If you ever wondered why Pinterest took off with women and not men, we have our answer. Friday the company announced it had changed its search filtering options so that men could see results catered to their gender.

In the past, when searching for workouts or clothes their feed would fill with pins targeted to women. Since Pinterest’s early users were women, the application spread virally through that demographic. Naturally the most popular pins and pinners are, as a result, for women or by women.

That shut out men who might also find the technology useful but didn’t like the results they were served. Although some people who identify as men might appreciate a more feminine selection, not all would. Take a look at Pinterest’s screenshot on the difference in genders:

The difference in gender searching on Pinterest. Left: Men ; Right: Women

The difference in gender searching on Pinterest. Left: Men ; Right: Women

The new gender focus will appear as a toggle, allowing women and men to search for items of the opposite gender as well. That could be helpful for anyone with more androgynous taste, or it could serve well for gift shopping purposes.

The attempt to make Pinterest appealing to men comes from the company’s new head of brand, David Rubin, who formerly ran marketing for the ultra dude product Axe body spray. He was brought on in part to achieve that goal, and he started by commissioning Pinterest ad storylines to appeal to men and filling men’s home feeds with male products. Frankly I’m surprised it took the company this long to create gender specific search results — it has been around for over seven years, after all.

With the product announcement Pinterest also revealed new statistics, saying that its number of male signups have grown 73 percent year over year. It’s impressive numbers for the U.S. As we’ve covered, in some other countries, Pinterest has actually had a far easier time recruiting men to the application.

Since it’s a user-generated content site it’s demographics tend to build on themselves. The more women — or motorcycle fans, or cooks, or interior designers — are on the site, the more pin will be created that appeal to them.

To kickstart other groups Pinterest has to woo them with product shifts, and it’s doing just that.

Smartphones Remaking the Way Men Work and Live

Smartphones are remaking the lives of their male users, according to a new survey from Spike TV. The study found men are unabashedly in love with their smartphones, a borderline addictive relationship that has empowered and also distracted men in both small and profound ways.

The New Boob Tubes

Alright. We get it. More men watch online video than women. But enough with the video sites targeting guys, please. You’re not carving out a niche for yourself if everyone‘s doing it. (Heh-heh, he said “doing it”). But really, how many sites devoted to fast cars and fast women does one Internet need?

Two new upstarts in the category came through NTV HQ inboxes recently: Kush TV and VIMBY. Though neither site comes out and says they specifically target men, a quick glance reveals it’s definitely a man’s world in there. But these young bucks face some, errr, stiff competition from sites already entrenched in the space.

So how do these noobs differ from the rest? Let’s take a look.

Men’s Sites and What They Cover
Site Cars Women Music Sports
Kush TV Yes Yes Yes Yes
VIMBY Yes Yes Yes Yes
Ripe Yes Yes Yes Yes
UGO No Yes Yes Yes
Spike Yes Yes Yes Yes
Break.com Yes Yes No Yes

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