The public seems to be responding to Pinterest’s efforts to grow its business.
The social media site recently announced it has surpassed 150 million monthly active users, a 50% increase from last year when it hit 100 million. But more so than the large numerical increase, Pinterest is happy with the diversity the website has attracted in the past year.
The company reported that over half of its users, and about three-quarters of new signups, are now outside of the U.S. This is particularly good news for Tim Kendall, who Pinterest promoted to be its first president and asked to focus on international revenue growth.
Additionally, the online pin board has become much more popular among men, with men’s use increasing 70% since last year. The website was initially perceived as more feminine-leaning, but male users now make up 40% of the site’s monthly active users.
In an email to Fortune, the company attributed this growth to product and technology updates that personalize the experience, as well as “a continued natural alignment with businesses on Pinterest.” The company has acquired numerous startups this past year, including Highlight, URX, and Instapaper.
That said, Pinterest falls way short of Facebook’s (fb) nearly two billion monthly active users, and is less than half of Twitter’s (twtr) 320 million. The site attributes this to Pinterest being “more of a personal tool than a social one.” It’s likely looking toward more growth in the future as it hired its first-ever CFO earlier this month with the aim of “scaling the business up.”