Are you utilising Pinterest?

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Some of us might be guilty of underestimating this network, but Pinterest has quietly risen to success as a powerful search engine and one of the internet’s most important shopping platforms. Your buyers could be actively looking for products as influenced by… what they find on Pinterest, so…

It’s a great place to browse the latest trends through the most popular pins, using searches such as this that we conducted on ‘interior design living curtains‘.

Or this search, on ‘window furnishings’.

Here are some fun facts that might encourage you to check in with Pinterest from time to time to browse the latest trends and styles that consumers are shopping:

Pinterest Fun Facts

According to Pinterest… Pinterest has over 200 million monthly active users. That’s an incredible number.

They’re mostly millennials… 

  • Pinterest has over 150 million monthly active users
  • 81% of Pinterest users are female
  • There’s been a 120% growth in male users in the past year
  • The majority (67%) of Pinners are under 40
  • Millennials make up the largest age group on Pinterest (36%), followed by Gen-X (34%)
  • Pinners spend an average of 14.2 minutes per session on the platform
  • 1 in 10 Australians use Pinterest
  • 1 in 4 live in rural areas Pinners live in urban compared to 64% that live in urban areas
  • 80% of users access Pinterest on their mobile app

Women dominate, but usage among males is growing rapidly…

Yes, women tend to dominate the Pinterest landscape, but 40 percent of new signups are men. That’s a 70 percent increase in year-over-year growth.

They’re well educated

Thirty-four percent of Pinterest users have at least some tertiary education, while another 34 percent have a higher tertiary education. That’s 10 percent more than users who have high school or less.

They’re likely to have an above-average income

Not surprisingly, being well educated also means that Pinterest users have money. Thirty-five percent have an income of over $75,000, a figure that rises to 50 percent when applied exclusively to millennials. The next largest income demographic is $30,000 to $49,000 (at 32 percent of users).

People pin a lot

Every day, 2 million people post pins, resulting in a total of more than 100 billion pins currently living on Pinterest.

They access the platform on the go

As is the trend across all social networks, people increasingly use Pinterest on their phones. With over 500 million app installs, 85 percent of all Pinterest searches happen on mobile.

Users tend to prefer using Pinterest on their mobile devices while shopping, traveling, and at work.

They use it to plan

86 percent of millennials say they use Pinterest to “plan life moments, big and small.”

The study ultimately concluded that the research and planning people do on the platform contributes to their “vision of an ideal self,” a powerful concept for marketers.

They use it to search

Pinterest has always been a discovery focused platform (more than 2 billion searches

happen every month), but the launch of their visual search tool, Lens, in 2015 was a game changer.

On average, 39 percent of female Pinners choose Pinterest over other traditional search engines like Google. That number rises to 48 percent when applied to male users. Visual searches alone increased 140 percent year-over-year in 2018 (totalling 600 million visual searches every month).

The most popular categories to browse are DIY & Craft, Food & Drink, and Home Décor – this of course includes window furnishings! But perhaps most important to note is that 97 percent of searches are unbranded, meaning Pinners are open to hearing from brands they haven’t considered before.

They stick around

Active Pinners spend an average of 34 minutes per visit on the site. That’s longer than sessions on other social platforms like Facebook (33 minutes), Twitter (24 minutes), and Instagram (24 minutes).

People use Pinterest to plan purchases

93 percent of Pinners use Pinterest to plan purchases. They are buyers. The same study found that 96 percent use it to research and gather information, while 87 percent report that Pinterest has helped them decide what to purchase.

And to discover new styles

Sixty-three percent of millennials say that Pinterest helps them discover new styles, brands or products to buy.

Most importantly, they use it to shop

According to the following stats, there’s no doubt that Pinterest is a major driver of on and offline sales:

  • It’s the number one shopping platform among millennials
  • 47% of millennials on Pinterest have purchased something they’ve pinned (9 percent more than millennials on Facebook and 14 percent more than millennials on Twitter)
  • 67% of Pinners report using Pinterest while shopping in brick-and-mortar stores, most frequently at mass merchandisers
  • 55% of Pinterest users shop on the site, more than 4 times the rate of other digital platforms
  • 18.5% of Active Pinners make a Pinterest-inspired purchase at least once a month
  • 73% of Active Pinners have bought something because they saw it on Pinterest
  • 61% of Pinners have made a purchase after seeing branded content on Pinterest

So if you haven’t checked out Pinterest, why not have a browse through the latest trends and styles, you can pass the great ideas you find to your customers and help your team with some creative inspiration and their on-point, in-store trend talk, too!

The Fashionline team.

 

 

 

 

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