Women, Pinterest | featured news

I’m sure you’ve all seen the gaudy statistics when it comes to the gender split of Pinterest’s following – anything ranging from 72% to a staggering 97% of its user base has been reported as female.

A boom in users on the social media site — and the fact that more than two-thirds are women — is attracting political messages to the site best known for recipes, crafts and I-want-that images. In political persuasion, as in marketing, "it's always the next big hot thing," says Zac Moffatt, digital director for Republican Mitt Romney's presidential campaign. "And it's kind of hot right now."

The site, which allows users to pin images of products they like on online scrapbooks, has seen its traffic grow almost sevenfold in five months and is ranked by one research firm as the No. 3 social network behind Facebook and Twitter.