for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
The Feed is Digiday’s Web-culture corner. Check The Feed everyday for Web-culture news roundups, infographics, essays and more. Follow us on Twitter for updates throughout the day @SWeissman.
Pinterest might not yet be the new Tumblr, but it’s certainly making eye-opening gains.
According to data from ComScore via eMarketer, Tumblr experienced a 172 percent increase in worldwide audience size between October 2010 and October 2011, topped only by China’s version of Twitter Sina Weibo with a 181 percent increase.
Looking at growth in time spent per user on social networking sites worldwide, Pinterest saw an average of 72.1 minutes per worldwide user in October 2011, which is a 512 percent increase since May 2011. That’s no small feat. Tumblr visitors spent an average of 81.6 minutes on the site, up 41 Tumblr visitors posted an average of 81.6 minutes in October, up 41 percent from October 2010.
While both Tumblr and Pinterest have seen impressive growth in audience size and time spent per user, they are still pretty far behind the time spent per user on Facebook, which also saw 40 percent growth from October 2010 with users spending an average of 387.7 minutes on the site in October 2011.
Social Networks Worldwide by Minutes per User, Oct. 2011
Social Networks Worldwide by % Growth in Time Spent per User, Oct. 2011
More in Media
Vibes over metrics: Why more creators are holding IRL events to own their audience
IRL events are becoming increasingly important pillars of a content creator’s growth strategy; here’s why.
How The Financial Times is betting on personality-led vodcasts as its next subscription lever
By pairing star journalists with a subject‑specific standalone YouTube channel, the publisher hopes to deepen parasocial relationships off‑platform and cultivate future subscribers.
From page views to propensity: How the Daily Mail is retooling for a zero-click world
The pressure of zero-click underpins a wider product overhaul: games upgraded from sideshow to front door, new hubs like Crime Desk designed to keep niche communities coming back, an AI-powered dynamic paywall tuned to user behavior; a bigger bet on personalization and the app as a primary destination.