The latest study from Pinterest Marketing Developer Partner, Ahalogy, takes a closer look at how Pinners are using Pinterest to help them shop in-store and online. According to the research, an increasingly more diverse range of people are actively Pinning on the site. 67% of Pinners were below the age of 40. Men are also on the rise with two-thirds of males having joined in the past year.
“Our latest research continues to show Pinterest at the heart of what’s most important for consumers – as the ultimate planning tool for all of life’s important events. Smart brands are waking up to Pinterest’s unique content marketing opportunity. This research, along with our added insights and technology, is helping our client partners realize the potential Pinterest can bring to their business. A smart Pinterest strategy combines paid, owned, and earned media – creating lower effective CPMs with engaging content that lives forever on a platform where consumers are spending their time.”
In addition to a growing user base, Pinners are increasingly using Pinterest to replace other activities. 73% of Pinners actually bought a product they found on the site, whilst 67% pulled up Pins in-store to view and compare products. 63% are replacing magazines and catalouges with Pinterest and whilst 47% are aware of promoted Pins, they don’t mind them.
For marketers this means that their Pins aren’t actively being received as advertisements....
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