Pinterest is making it too easy to spend all your time on Pinterest

Pinterest sure is stepping up its game when it comes to app improvements.

The online bulletin board has quickly responded to requests—and the inevitable complaints—from regular users since its Web and mobile redesigns rolled out earlier this spring. Now Pinterest is tweaking its mobile apps to incorporate features that users asked for.

Pinterest
Pinterest added friend mentions and predictive search to its mobile apps.

Pinterest’s devotion to mobile is evident—every feature the company adds to its website quickly appears in its apps, and this latest upgrade for iOS and Android is no different. Friend mentions, predictive search, recent search views, and notifications were added to the site last month; on Tuesday, they were included in the latest mobile update.

Notifications have been kicked into high gear on mobile; now you can enable push notifications for constant, crazy-making (for me, at least) Pinterest interaction.

Pinterest is all about the time-sucking process of content discovery, and the new mobile search functions are like an enabler: Don’t be surprised if you look up from your smartphone to find you just spent hours discovering new uses for bacon. Your desktop searches now follow you to the app so you can pick up where you left off—whether that’s good or bad for your productivity, only you can say.

Pinterest has come a long way from its origins as a slow-growing, invitation-only platform. In the three years since its launch, the company now ranks in the top 15 social networks worldwide, according to eMarketer’s GlobalWebIndex. Pinterest is mainly big in the U.S., but as mobile continues to drive social media’s growth around the world, the network’s mobile emphasis could pay off in the form of increased engagement in countries like China and India.

Last week, Pinterest launched a “Pin It Forward” campaign in Britain to encourage UK bloggers to use Pinterest and drive traffic. A similar campaign in the U.S. three years ago paid off—fashion bloggers turned their readers on to the inspirational aspects of creating Pinterest boards, and the site quickly grew from 5000 users to close to 50 million.

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