About 1 in 4 consumers reports that they are spending less time on other social media sites in favour of Pinterest, according to research from Compete's Online Shopper Intelligence Survey suggesting that Pinterest is succeeding in disrupting the social media landscape. Compete has observed some evidence of this change in behaviour. There has been 3% decline in time spent on Facebook over the last month. Pinterest is also attracting consumers who have not previously interacted with a social media. 15% of Pinterest users reported that they do not use any other social media sites. That number climbed to 23% amongst consumers with income less than 30K. The findings show that 39% of the market has changed their social networking behaviour in some way due to Pinterest.
Anyone who has interacted with Pinterest is aware of just how diverse the content is - ranging from recipes to vacation destinations. Compete asked consumers about the types of content they are most likely to engage with on Pinterest to help provide some perspective on the highest potential areas of opportunities for marketers. Food related content was the most overwhelmingly popular content that consumers interacted with on Pinterest - 57% of consumers interacted with food related content according to our Online Shopper Intelligence survey.
Which of the following types of items do you interact with on Pinterest?
- Food: 57%
- Home: 40%
- Arts & Crafts: 34%
- Style/Fashion: 30%
- Products: 26%
- Vacation/temporary: 25%
- Humor: 25%
- Travel: 22%
- Inspiration/Education: 20%
- Children: 14%
- Other: 4%
Pinterest is not just raising brand awareness but is also driving purchase behaviour. About 25% of consumers reported purchasing a product or service after discovering it on Pinterest - that number jumped to 37% amongst males. (competepulse
, June 2012)
Pinterest's rapid ascent in traffic growth has sent marketers scrambling to understand the impact the site is having on its brand.
To put the growth in context, Pinterest has grown from 700,000 to almost 20 million unique visitors in the US in the last year - or about half the number of Twitter's unique visitors.