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Pinterest Leads Consumers From Pin To Purchase

Marketers may soon add Pinterest into their attribution strategy. Studies have demonstrated the social site’s ability to generate leads. Now a recent study suggests it prompts consumers to make purchases. Some 21% of respondents to a recent survey with a Pinterest account have purchased a product after seeing a picture on the site.

The PriceGrabber survey of 4,851 U.S. online consumers conducted between March 13 and 26 reveals that respondents who purchased a product based on seeing it strictly on Pinterest were asked to select all items purchased: 33% said food and cooking; 32%, fashion and clothing; 30%, home decorating; and 26%, crafts.

Some 37% of Pinterest account holders log in a few times weekly and most have created between two and five Pinboards; 28% said they log in a few times a month; 15%, once daily; 10%, a few times a year; and another 10%, numerous times a day.

When Pinterest account holders were asked how many Pinboards they have created, 29% said between two and five; 26%, between six and 10; 19%, none; 16%, one; and 10%, more than 10.

Searching for recipes remains the favorite interest. Some 70% of Pinterest account holders cite cooking and recipes as the top item pinned. When respondents with a Pinterest account were asked to select all of the types of items they pin, 70% cited cooking inspiration and recipes; 65%, home decorating; 53%, craft ideas; 41%, fashion and shopping ideas; 34%, entertaining ideas; and 33%, gardening.

Even with all this action and multiple surveys chronicling success on Pinterest, there’s still a lot of room for growth. Some 58% of consumers do not have a Pinterest account. Some 32% said they are not familiar with Pinterest. Of the respondents who do not have an account, 89% do not plan to sign up for one.

Facebook and Twitter remain more popular than Pinterest. Of the survey respondents with a Pinterest account, 98% said they also have a Facebook and/or Twitter account. Of those respondents with a Facebook and/or Twitter account, 77% said they do not log in to Pinterest more than Facebook and/or Twitter; 12% said they log in the same amount, and only 11% log in to Pinterest more.

via MediaPost Publications Pinterest Leads Consumers From Pin To Purchase 04/02/2012.


About Bob Innes

Who am I and what I do best! I am a skilled Sales and Marketing team player known for performing behind the scenes miracles that increase base distribution, improve customer relationship management, exceed annual sales volume,and profitability for Consumer Packaged Goods companies. And I've been doing it for over 15 years. My successful contributions include such clients as Kraft Foods, Mars, Bumble Bee Foods, Unilever, Johnson and Johnson and SC Johnson, and JM Smuckers.


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