Dive Summary:

• Retailers are turning to photo-sharing website Pinterest in an effort to reach its 25 million members, a majority of who are young, well-educated females with disposable income.
• Unlike Facebook and Twitter, Pinterest is ad-free and its "pins" spread virally, but retailers are trying to harness its capabilities as a "window-shopping platform" by adding Pinterest buttons to their websites, creating Pinterest pages and using marketing funds to attract followers.
• A RichRelevance study reveals that Pinterest shoppers spend an average of $170 per session, compared to $95 per session on Facebook and $70 per session on Twitter.

From the article:

After a tough day at work as a publicist in Minneapolis, Becca Bijoch would often indulge in a little retail therapy. She usually headed out to the stores as she did not care much for online shopping. That changed last year when the 26-year-old joined Pinterest, a photo-sharing website that allows users to "pin" images to online bulletin boards based on their interests and to follow others. Bijoch says she has found all sorts of things that she bought after seeing them on Pinterest, from great kitchen tools on CrateandBarrel.com to clothes at Asos.com. ...