Dive Brief:
- More than half (52%) of active Pinterest users say that the platform helps them find things they want to buy, according to a study the social media company cosponsored with marketing consultant MillwardBrown.
- Almost one-third (30%) of the approximately 1,500 active users reported buying something online after seeing it on Pinterest, and even more (32%) bought in-store.
- “Millennial Moms” led in purchases in fashion, home décor, food and recipes, and hair and beauty categories made after viewing the site.
Dive Insight:
Online bulletin board Pinterest is solidifying its reputation as a discovery platform and sales driver in the wake of moves to make it a purchasing platform. According to a new study released in conjunction with MillwardBrown, 52% of active users say that the site helps them find things they want to buy. And substantial percentages followed up on that intent by buying something online (30%) or off (32%).
“Millennial Moms” were the site’s top segment of for discovery and purchase leading in fashion, home décor, food and recipes, and hair and beauty. Pinterest seems to be making inroads with men, however, with Millennial Dads the top buyers of health and fitness products after viewing the traditionally female-dominated site.
Valued at $11 billion, Pinterest attracted 72.8 million unique U.S. visitors in March, according to comScore, up 25% from the year prior. In spite of increased traffic and proven influence on purchases, however, the site says it still has no plans to add a “Buy” button to its advertising options.
