Most of Pin­ter­est’s user base is female. But the image book­mark­ing site says more men are using Pin­ter­est. In an effort keep its male users active and attract even more men to the site, Pin­ter­est has updat­ed its search engine to show results just for men.

Pin­ter­est con­tin­ued to grow in 2014. It now has 72.5 mil­lion active users, up from 48 mil­lion in 2013, accord­ing to com­Score fig­ures. Although it is still most­ly female (71 per­cent), Pin­ter­est revealed that in 2014:

• The total num­ber of male Pin­ter­est users dou­bled.
• The total num­ber of U.S. male Pin­ter­est users grew by 73 per­cent.
• A third of new Pin­ter­est signups were men.

Where do these new users live? Pin­ter­est revealed the five states where it is see­ing the most growth among men are Hawaii, New Jer­sey, Mary­land, New York, and Rhode Island.

Mean­while, Pew report­ed this month that 42 per­cent of online women use Pin­ter­est, com­pared to 13 per­cent of men in the U.S. Peo­ple between the age of 18 and 29 make up the largest por­tion of the plat­for­m’s user base, though Pew report­ed the site is see­ing sig­nif­i­cant gains among peo­ple over the age of 50.

Pin­ter­est has been a great plat­form for brands to reach younger women. Men, not so much. But own­ing the female demo­graph­ic appar­ent­ly isn’t enough for Pin­ter­est, which hopes to become “gen­der neu­tral.”

“Pin­ter­est is not a tra­di­tion­al user-gen­er­at­ed con­tent plat­form, it’s a place where peo­ple are com­ing to dis­cov­er new busi­ness­es, new brands and new prod­ucts,” said Don Faul, Pin­ter­est’s head of oper­a­tions, at AdExchanger’s Indus­try Pre­view. “Our users are express­ing their future intent. It’s not the shoes they bought last week, or where they went on vaca­tion six months ago.”

Customized Search Results, Just For Men

Men who search Pin­ter­est, say for watch­es, shoes, or health, will now see results geared toward them, rather than see­ing results that did­n’t take gen­der into con­sid­er­a­tion. These search results are based on the activ­i­ty of oth­er male Pin­ter­est users. Here’s an exam­ple of results for watch­es when a man search­es (on the left) vs. a search by a woman:

As Pin­ter­est told WSJ:

“…depend­ing on whether a male or female is brows­ing, a search for ‘work­outs’ gen­er­ates fit­ness tips that are as dif­fer­ent as the pages of Men’s Fit­ness and Women’s Health. In the past, the results for male users would have includ­ed a mix of men’s and women’s work­out reg­i­mens.”

But men won’t just be lim­it­ed to see­ing results only for men. If men are search­ing for gift ideas for women, they can change the search option, just as women could choose to search the men’s results.

What’s Popular On Pinterest Among Men

What’s trend­ing in term of Pins among men in the past year, accord­ing to Pin­ter­est?

• Geek: Up 175 per­cent
• Cars and motor­cy­cles: Up 134 per­cent
• Men’s fash­ion: Up 122 per­cent
• Archi­tec­ture: Up 119 per­cent
• Gar­den­ing: Up 91 per­cent
• Humor: Up 88 per­cent
• Health and fit­ness: Up 84 per­cent

The top inter­ests for male Pin­ter­est users are men’s appar­el, tech­nol­o­gy, trav­el, gar­den­ing, recipes, gad­gets, design, lux­u­ry cars, tat­toos, and camp­ing.