With 1.36 million “pinners” daily, it’s no mistake that people love Pinterest. Pinners are spending more time, on average, pinning, than users spend on Facebook, according to Mashable. Pinterest is a visual playground; visitors can search millions of boards and pinnings. But with all of those images of clothes, shoes, and watches (to just name a few) that we drool over, are pinners actually purchasing anything they see? Believe it or not, close to one third of us are.
eMarketer recently shared the results of a March Bizrate Insights survey and the numbers look promising:
“32% of online buyers in North America have made a purchase as a result of seeing an image on a social image-sharing site, such as Pinterest. That includes 26% who were able to click through to the retailer from the image to make the purchase.”
Even with that positive news, according to the same survey, 10% of online visitors to a retailer’s image-sharing page couldn’t find what they wanted after seeing an image. The follow through to purchase can sometimes be difficult, especially if the image comes from someone other than the retailer as some pinners are forced to really dig around to get to the retailer or the source page of the product.
These small obstacles aside, Pinterest is a huge resource for female social networkers. According to BlogHer, 81% of active female Pinterest visitors use the site for information and advice, surpassing both Twitter and Facebook!
Given these statistics, retailers need to keep an eye on user behavior in online image communities. If companies can post and manage their pins effectively, it might make sense to add a Pinterest page to their overall marketing strategy.
Do you think brands need Pinterest pages? Do you have a Pinterest or other online image community page, or are you holding off? Let us know, and be sure to check out the R2integrated Pinterest page.
Tags: Branding, Industry Trends, Pinterest