The new social network site gives members a space to share things they love. Its success and spread have given marketers a new target that has shopping on her mind.

Pinterest users are high value for brands


Pinterest is now the third most popular US social networking site behind Facebook and Twitter, with traffic up nearly 50 percent in February from January of this year. Facebook still has the highest share of visits, and Twitter, LinkedIn and Google+ usage levels are all growing. But for retailers, the spread of Pinterest is becoming more and more relevant. The social platform is currently on the top 10 Web sites of Hitwise Social Networking, according to Experian’s Digital Marketer report- the largest increase happened in six months - with visits multiplying 30 times from July 30, 2011 to January 28, 2012. Recent analytics show that Pinterest users are different than other social network users, they spend more time on Pinterest than on other platforms, and they are also becoming more valuable customers for brands online.

Specific users, different than on other social networks

Pinterest content can come from any category, but the majority of images concern home decor, crafts, fashion and food. Visitors skew female - 60 percent - and between the ages of 25 and 44 (55 percent). They receive the highest share of visits from California and Texas, but over-index on visitors from the Midwest, Northwest and Southeast. This indicates that the Pinterest population is much different than social networks in general, which over-index on visitors from Northeastern states. Analysis of the Pinterest states show more hobbies and crafts usage, Baby Boomers and young adults who are heavy Web users, and spend time on house and garden, sports and fitness, and family oriented Web sites.

As a group and individually, Pinterest members are high value

Tamba recently illustrated that buyers are 10 percent more likely to buy something and spend 10 percent more than shoppers who come from other social networks. Pinterest adoption results in cross-network referrals, and social media-driven purchases. Already Pinterest contributes 17 percent of all social media driven revenue in Q1 2012, up from just 1 percent in Q2 2011. Projections also plan that Pinterest will account for 40 percent of all social media driven purchases in Q2 of 2012, Facebook accounting for 60 percent, and Twitter pretty much disappearing from the landscape. This is not just due to member volume growth - individuals are more valuable customers too. 


By Ivory King