Sixty-nine per cent of online consumers who visit Pinterest found an item they’ve purchased, or want to purchase, compared to just forty per cent of online consumers who visit Facebook and found the same, according to the latest study in the Bizrate Insights Image Sharing and Shopping Series.
In terms of online shopping audiences, Facebook is much larger than Pinterest by a ratio of almost four to one, however the study found that Pinterest provides a better experience for shopping discovery, purchase consideration, and deeper engagement with retailer content.
The Bizrate Insights study, which contains results from more than 7,000 verified online buyers in August 2012, compared Pinterest and Facebook engagement across a variety of shopping activities and usage occasions. It provides insight for retailers and marketers seeking to understand how online consumers are approaching Pinterest and other social media outlets.
Pinterest is the stronger vehicle for brand association. Forty-three per cent of Pinterest members agree that they use Pinterest to “associate with retailers or brands with which I identify,” compared to just 24% of Facebook users who agree to the same use with Facebook.
Pinterest is a pinboard-style social photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more. Users can browse other members’ pinboards for inspiration, ‘re-pin’ images to their own collections or ‘like’ photos.