Throughout the past couple of weeks, the blogosphere (and eventually, mass media) has been abuzz about the rapid growth of Pinterest. It’s undeniable that the site has hit the mainstream.

pinterest.com

It’s also undeniable that Pinterest users are largely female. While statistics vary, some analysts say as many as 80% of active users of the site are women. With front page “pins” like “Gorgeous Hair Tutorial” and “Tea Party Shoes,” this probably comes as a shock to no one. But where does this leave the men?

We’re starting to see a counter trend to the female dominated Pinterest with the emergence of “manly” idea scrapbooking and tastemaker-type sites including Gentlemint.com and WhereIsTheCool.com. How are these dude-focused sites different than the female oriented Pinterest? Well, they’re really not. The formatting, style and even the categories of content are similar. This brings us to the larger question – why do we need gender oriented sites if both sexes seem to enjoy a similar layout and user experience?

You Mean The Internet Is For More Than Gaming and Fantasy Leagues?

Sites that create a virtual bulletin board for men tap into gender-based Internet patterns in a way that is both interesting and comfortable for male users.

gentlemint.com

Reports such as “How Men and Women Use The Internet” from the Pew Research Center point to men as online “do-ers.” In other words:

•Men seek out projects to complete or goals to accomplish online.

•Men have a desire to reinforce their own skills and interests. (Unlike women, who tend to turn to the Internet for community and advice.)

•Men use the Internet to communicate far less than women; men view the internet more as means-to-an-end.

•Men are more avid consumers than women of online information, looking for information on a wider variety of topics and issues..

Sites like Gentlemint and Where Is The Cool provide a way for men to share the information they were already seeking on the Internet, in an environment in which they’re comfortable . It allows them to find influencers, learn from people with similar experiences, expand their own interests and explore new content.

Self Help Isn’t Just For Oprah Fans

Despite playing into men’s Internet surfing patterns, these sites are also bucking male stereotypes.

whereisthecool.com

Next to pictures of hot girls and cars are articles on style trends and raising children. There are discussions on favorite skin care products for keeping shaving bumps away as well as blog posts about must-take trips.

These sites beg the question- what does it mean to design content for and market it to a new generation of men?

What do MEN want?

We must acknowledge that men ARE sharing with one another, just in subtly different ways than women. Like offline behavior (and as Pew Research shows) they are disseminating the information they crave with their peers, just with fewer words and more visuals.

Further, and maybe most importantly, just like a favorite oversized chair/recliner/couch with the perfect level of comfort, these spin-off “men” sites, provide a comfort zone for sharing what’s on their mind.

Because really, who wants to have to post “How To Make The Best Steak You’ll Ever Eat” or “Star Wars Characters as Ninjas” right next to “DIY Rhinestone Heels”?