Pinterest Impacting Social Media Use

According to new research from Compete’s Online Shopper Intelligence Survey, about 1 in 4 consumers reports that they are spending less time on other social media sites in favor of Pinterest.  Pinterest has grown from 700K to almost 20M unique visitors in the last year.

Pinterest attracts consumers who have not previously interacted with a social media, says the report. 15% of Pinterest users reported that they do not use any other social media sites.

Use of Pinterest Impact on Other Social Websites
Income Group No Change Use Other Social Media Sites Less
All

62%

24%

< $30K

56

21

$30-60K

59

24

$60-100K

61

29

$100-150K

73

18

$150K+

74

19

Source: Compete, July 2012

Pinterest content is diverse, ranging from recipies to vacation destinations. Consumers in the study reported the types of content they are most likely to engage with on Pinterest:

  • Food related
  • Home
  • Arts & crafts
  • Fashion
  • Products
  • Vacation

The report notes that Pinterest is not just raising brand awareness but is also driving purchase behavior.   About 25% of consumers reported purchasing a product or service after discovering it on Pinterest, and jumped to 37% amongst males.

The Compete report offers suggestions for potential actions that brand marketers might take:

  • Quantify the difference in consumer engagement and purchase behavior before and after being exposed to specific categories, brands and/or products on Pinterest
  • Isolate differences in consumer purchase and engagement behavior across different demographics, including age, income and gender
  • Compare how engagement and purchase behavior of consumers interacting with Pinterest compares with Facebook
  • Quantify the impact that exposure to Pinterest has on brand / product loyalty