Behavioral Segmentation of Pinterest Users

Abstract

Pinterest is a website and mobile application that allows users to discover, save, and share content ('pins') across a wide range of interest areas. As the user base grows more diverse both demographically and psychographically, we wish to understand emerging patterns of behavior that reflect underlying differences in users' intent and satisfaction with the service. In this paper, we propose a methodology for generating a meaningful segmentation of Pinterest users based on three types of behavior: (1) engagement with various categories of content, (2) frequencies of various types of actions, and (3) sequences of actions.