This week, Pinterest announced changes to its search settings. Search results will now be aligned with gender. This update will make the site more useful to men, Pinterest's fastest-growing demographic, as they'll no longer have to wade through female-oriented content when searching for pins.
Pinterest's early users were women, and the application spread virally through that demographic. Gigaom explains that on user-generated content sites like Pinterest, demographics tend to build on themselves. In other words, the more women pinners there are, the more likely the site's most popular pins will be geared towards women, and those popular pins will show up in search results, making the site more tedious, and less engaging, for men.
Current comScore data indicates that 71% of users are women, however the site's United States male user base grew 73% year-over-year in 2014. The search adjustment is a smart choice as Pinterest's male user base continues to grow; it makes the site more useful for men, but maintains the experience women have enjoyed so far.
Curious about the differences in search results for men and women, I did an experiment from my account and a guy's account.