These Pinterest facts and figures for marketers offer an insight into how well people are using this social media platform in their daily activities.
It will enable businesses to determine how they can approach or adopt Pinterest as a marketing tool. That Pinterest is one of the most popular social media platforms is not news after all almost everyone now knows this powerful website.
You will agree with me that Pinterest is gradually becoming a marketing game-changer, now more than ever.
Pinterest is arguably the number one platform for content discovery. Nowadays, more and more women and men are seeking inspiration from its brand-relevant categories everyday.
Pinterest users — who are also your customers or prospects — are highly engaged. Also, they are highly mobile and ready to buy. They are even pulling up Pins as they are shopping.
Pinterest facts to know about
Social commerce remains a challenging market because of its continued evolution, the rapidly changing landscape, and a wide variety of functionality.
To be able to get better results nowadays, marketers take two primary approaches to social commerce — product reviews and social network selling.
In just five years since it was launched, Pinterest has impacted how millions of people live their daily lives. From daydreams of future vacations to decorating a nursery to the last-minute scramble for dinner tonight, more women and men turn to Pinterest for inspiration.
Instead of flipping through catalogues or searching Google on a laptop, active Pinners prefer to whip out their smartphone, start pinning and take action in the real world.
Users on Pinterest are receptive to brands who share useful content with them and ready to take action from the content they find. Already, many leading marketers are reaping the rewards of Pinterest by sharing meaningful content with Pinners.
In order to take advantage of the current opportunity to help your customers plan for their next life experiences, your brand should be ramping up your Pinterest activity.
So how has Pinterest affected consumer behaviours and media habits? We take a look at various Pinterest researches and studies to bring you some of the interesting Pinterest facts for marketers or advertisers looking to use the platform for marketing. Below are some interesting Pinterest facts you probably don’t know about:
#1]. Pinterest usage doubles since 2012
While growth on other platforms is slower, Pinterest usage doubles since 2012. According to Pew, the proportion of online adults who use Pinterest and Instagram has doubled since Pew Research Center first started tracking social media platform adoption in 2012.
The report further disclosed that some 31% of online adults use Pinterest (up from 15% in 2012). This means that the social media platform has had a steady annual increase of about 5.3% in the past 3 years. Meanwhile, Pinterest has grown 111 percent year-over-year from 2013 to 2014 in another research study.
#2]. More than half of Pinterest users are women
Most people believe that Pinterest is overwhelmingly used by women and this belief has been confirmed by Business Insider as it estimates that gender on Pinterest is approximately 81 percent female and 19 percent male.
However, a Pew Research study discloses that 79% of Pinterest users are women. This statistic confirms Pinterest as a prime avenue for reaching the female market. Though the imbalance between the sexes is starting to correct itself; this number is down from 92%.
According to a Pew Research study, 67% of Americans currently use social media. The same study also states that out of the total internet users, 25% of females and 5% of males use Pinterest.
#3]. Pinterest has more population (users) than the United Kingdom
According to Mashable, 73 million users log into Pinterest each month, meaning that if Pinterest is a country, the population of the Republic of Pinterest will outnumber that of the United Kingdom.
Pinterest is seeing more global users in a community that is generally dominated by the US. Orders generated from Pinterest increased by 130% in non-US countries from 2013 to 2014, according to Shopify.
Now that we know that the platform’s users are not entirely women residing in the US, those are 73 million reasons that your business should be using Pinterest to reach your customers.
#4]. Pinterest users engage with brands than other platforms
According to recently published Ahalogy Research, Pinners are surprisingly more open to brands on Pinterest than you might expect. 1/3 of Active Pinners indicate they currently follow brands or businesses on Pinterest, which is significantly up from 2014.
However, when comparing these numbers to the preferences below, it’s clear there is a massive opportunity for marketers to engage Pinners. This is one of the most important Pinterest facts for marketers looking to use the platform for brand marketing.
- 83% of Active Pinners would rather follow their favourite brand than their
- 73% of Active Pinners would rather follow their favourite brand of beauty
products than their favourite makeup artist.
- 70% of Active Pinners would rather follow their favourite brand of hair care
products than their favorite celebrity hair stylist.
- 67% of Active Pinners would rather follow their favourite brand of baby
products than baby expert.
- 67% of Active Pinners would rather follow their favourite designer brand
than favourite fashion icon.
#5]. Pinterest inspires people to look for products
Shopping with Pinterest is another area we looked into. According to Ahalogy research, Pinterest inspires people to look for products, and Pinterest-inspired purchase behaviour has increased significantly over the past year.
“73% of Active Pinners indicate they have bought something because they saw it on Pinterest.” ….Ahalogy
According to the report, 73% of Active Pinners indicate they have bought something because they saw it on Pinterest. The top categories that lead to purchase are recipes, food products, and arts & crafts supplies.
The report also disclosed that more than two-thirds (67%) of Active Pinners indicate that they look at items they have pinned while shopping in-store. Given the prominence of Active Pinners shopping on mobile devices, Ahalogy decided to take a closer look at how they were using their mobile devices during these occasions.
Active Pinners access Pinterest while shopping in a variety of different channels: mass merchandisers, online retailers, and grocery stores are
mentioned with the greatest frequency by all Pinners.
In another report, 93% of Pinterest users use the platform to plan purchases. Orders from Pinterest on mobile devices have increased by 140% in the last two years, and orders from non-US countries have increased by 130% from 2013 to 2014.
#6]. It’s the king of ecommerce marketing and revenue per click
Ecommerce marketing is getting more popularity in today’s digital marketing and Pinterest is at the forefront when it comes to a social media channel for eCommerce marketing.
“Pinterest generates over 400% more revenue per click as Twitter and 27% more than Facebook.” …. VentureBeat
No doubt about it, connecting with customers through social media is a great way to increase sales revenue, and Pinterest is arguably one of the best social media platforms for sales generation.
Shopify thinks Pinterest drives more sales than other social websites. According to them, customers referred by Pinterest place an average order of $80 – higher than any other major social platform (compared to $40 for customers navigating from Facebook).
For marketers looking to use the platform to generate more sales for their clients, this is an interesting eCommerce-related Pinterest stat from Shopify.
#7]. Pinterest drives website traffic than Twitter
According to StatCounter.com, Pinterest is one of the top 7 social media sites for website traffic in the first quarter of 2015. The stat placed Pinterest above Twitter and Tumblr and it’s only the almighty Facebook that’s in front of the social media platform.
This stat shows that Pinterest is arguably one of the best social media marketing channels through which top brands have been able to drive web traffic to their websites.