There’s really no doubt at this point that Pinterest is here to stay. While it has a long way to go before it parallels the impact of Facebook and Twitter, more and more businesses are using it as a viable marketing channel. Some recent statistics have provided marketers with some in-depth insights into the current state of Pinterest and how to use it more effectively. Here are some of the key takeaways that you can put to use when running your campaign.
One of the most interesting stats is the huge surge in unique visitors that Pinterest has seen. In fact, the number of total unique visitors has increased by 2702.2 % since May 2011, and there are approximately 11 million total users. It also hit 10 million monthly unique visitors quicker than any independent website in history. Not even Facebook and Twitter could match those stats. In terms of monthly usage, the average user spends 1 hour and 17 minutes on the site. While this is nowhere near the average Facebook user who spends 6 hours and 33 minutes, it does surpass many other social media sites. For instance, the average Twitter user spends 36 minutes on the sites, LinkedIn users spend 17 minutes and Google + users spend only 6 minutes. Throughout each visit, the average person spends 16 minutes on Pinterest. The major demographic of this site is women who account for roughly 80% of total users. However, there appears to be a gradual shift and more male users are signing up. When it comes to age, the majority of users are between the ages of 25 to 34.
Although visitors use Pinterest to find numerous types of content, the food and drink category is definitely at the forefront and takes up 11.1 % of all pins. This means any business within the food and drink industry stands a good chance of experiencing success on this site. Not far beyond is the DIY and crafts category which comprise 9.6 % of pins. Some other popular categories include home decor at 5.8 %, hair and beauty at 5.4% and women’s fashion also at 5.4%.
Another interesting statistic is that pins that include a price get 36% more likes than pins without a price. The reason for this is likely due to the clarity that placing a price on a product provides. It’s also been proven that more people are likely to make a purchase on Pinterest as opposed to many other sites. For instance, 69% of Pinterest users said that they have either bought something or wanted to buy something through the site. On the other hand, only 40% of Facebook users said this. When it comes to users’ preference to associate with retailers or brands, 43% say they are willing on Pinterest and only 24% are on Facebook. Consequently, this makes this site the ideal social media resource for branding.
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