Umass Dartmouth Center for Marketing Research Blog

Pinterest Picking Up Speed

After its launch in March 2010, skeptics were on the fence on whether or not Pinterest could live up to its top social media rivals. Two years later, it seems to be doing just that and maybe even better!

According to Econsultancy, a site devoted to market research and digital marketing, Pinterest has become one of the most effective social networking site to drive sales and traffic to an e-commerce site. Eighty-six percent of new unique visits to Pinterest were from unique users, whereas Facebook only saw 57%.

In just over a year, the UK’s use of Pinterest has increase by 786%, up from 901,761 in September 2011 to 7, 985, 316 in September 2012! Here in the US we’ve seen an increase from 9.2 million to 139 million.

Who uses Pinterest? Not surprisingly, Pinterest’s users are predominately women (80% to be exact), but men still have a presence. In the UK 56% males use Pinterest versus 44% of women-a more even split. According to Econsultancy, Pinterest’s most frequent users range from ages 18-19 years of age.

What are they looking for? Food, drink, DIY and crafts were the leading categories looked at by Pinners. Being an avid Pinner myself, that pretty much sums up what I look for!

Pinterest’s advances in the social media community proves that it is becoming a contender and has earned it stance among Facebook and Twitter. Even in our latest 2012 Fortune 500 study, Pinterest has found its way into the ranks of the top 500 companies. We found 11 companies sharing and posting on these virtual pinboards (i.e. General Electric, Lowe’s, Starbucks, Nordstrom, Whole Foods Market and Bed Bath & Beyond).

According to Ben Austin, Managing Director at, “The benefits of having a social media presence for your business are clear, they can greatly increase your visibility online as well as showing you are aware of the latest social trends and not afraid to interact with your customers. Facebook and Twitter have long been the front runners, but these stats show that Pinterest is now becoming a serious contender.”

Are you becoming a die-hard Pinterest user, or are you more of a casual user? Let us know your thoughts, we’d love to hear and check out our page on Pinterest while you’re at it!

For a complete look at the article, follow the link below. Until next week!!


Filed under: Social Media

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )


Connecting to %s

%d bloggers like this: