Laura Paine has a simple answer when asked why Pinterest exploded in popularity at this particular juncture in Internet history. The former reporter watched her newspaper cut positions, go from being a daily to a weekly and focus more on creating short, Q&A pieces, video and photo galleries in an effort to cling to dwindling online traffic.
"People aren't really reading anymore," said Paine, who now works for the public relations firm InkHouse.
A new Engauge white paper breaks down the make-up of the average Pinterest user and shows that the end result of less reading is more of a focus on content curation than creation. The timing of that trend, combined with a stunning design when Internet users are focusing more on visual than text, has allowed Pinterest to explode in popularity.