Is Pinterest Actually Relevant to Retailers?

There’s no doubt that Pinterest is one of the hot topics of the year for online retailers – it’s explosive growth has rocketed it to the third most used social network in the U.S. (in only about 2 years). But there’s been some debate lately about the actual relevance of Pinterest in the context of ecommerce. Does Pinterest actually increase sales? Does it drive conversions and lead to more purchases – or is it just a waste of precious marketing time? Let the dispute commence!

Just the facts (and infographics).

I did some digging, and it turns out that there are tons of studies that have been conducted on this topic. Take a look at this infographic I stumbled upon from Vision Critical. It summarizes a survey of 500 Pinteresters and their purchasing decisions influenced by Pinterest.

(Click then zoom to enlarge)

Pinterest Sales Infographic

Pretty interesting, huh? On average, 1 in 5 users are buying items that they found on Pinterest. I’d say that’s a pretty substantial number.

Of course, not all the information I found was positive. The following infographic from Boticca compares the purchasing behavior of 50,000 Pinterest users vs. 50,000 Facebook users. The results are quite interesting:

 (You know the drill… click then zoom to enlarge)Pinterest vs Facebook Infographic

Pinterest users spend more on average than Facebook users and are more influenced to purchase. However, Facebook wins in terms of user engagement and conversion rates.

Bottom Line:

Information can always be skewed to say whatever you want, but you can’t deny that Pinterest definitely holds some purchasing power. Whether or not a Pinterest strategy would benefit your company is ultimately your own decision, but hopefully these numbers shed some light on the topic.

What’s your view? Is Pinterest a relevant sales/marketing channels for retailers? Make sure to give us your opinion in the comment section below!

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