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Shares of Pinterest (PINS) were getting a lift Monday after analysts at Susquehanna Financial initiated coverage of the newly public social media company at neutral, saying the company's user base is particularly supportive of monetization. 

The stock rose as much as 4.5% during Monday's session but at last check was up 3.24% to $29.28.

Susquehanna Financial said Pinterest's user base "is skewed toward women and especially mothers, and this should be attractive to advertisers as women tend to control household purchasing." 

This trend may also be helpful for Pinterest's e-commerce plans. "At some point, they'll become e-commerce," Santosh Rao, head of research at Manhattan Venture Partners, which held Pinterest shares on the private market, told TheStreet recently. "Users come there for actions. Users are thinking of buying, looking for ideas." Rao added, "They'll click on something, go to the site and buy it." 

On the negative side, Susquehanna noted that Pinterest daily active user count is not currently known, which could be a red flag for an advertising supported company. "Pinterest has chosen not to disclose the most standard industry metric in social internet," Susquehanna wrote. 

For the time being, Pinterest shareholders have had much to cheer about, unlike Lyft (LYFT) , which went public in late March. Pinterest shares debuted at $24.40 and have shot up 20%.