Pinteresting! Pinterest in numbers
Mary Lumley | On 22, Dec 2013
Launched in 2010 by Ben Silbermann, an ex-Google employee, Pinterest just keeps on growing. According to the Wall Street Journal, American e-commerce sites now receive more web traffic from Pinterest than they do from YouTube, LinkedIn or Google+. One of the main e-commerce firms, Rakuten (PriceMinister), invested $200 million in Pinterest in 2012. In 2013, the image-based social network, valued at $2.5 billion, secured another round of funding of $200 million.
A recent study by Shareaholic shows that Facebook still occupies first place in terms of web referrals, but Pinterest is hot on its heels. If you are still hesitating whether or not to market your product or service on Pinterest, take a look at the numbers in this article. It is time to make up your mind!
According to a study by the French firm Semiocast, Pinterest now has more than 70 million global users. Last October, France was in 9th position in the list of Pinterest users by country with 550.000 users (see below).
In addition, here are some interesting Pinterest figures (USA) collected by Brian Honigman of the Huffington Post:
- 80% of Pinterest users are women, while 50% of all Pinterest users have children
- the most popular age group on Pinterest is 25 – 34 year olds
- users spend an average of 16 minutes on Pinterest a visit
- the average Pinterest user spends 98 minutes per month on the site, compared to 2.5 hours on Tumblr, and 7 hours on Facebook
Activities on Pinterest
Pinterest metrics (US data) presented by Stéphanie Tramicheck, Country Manager France, during the Flow conference in September 2013:
- each day two million Pins are posted worldwide in the fashion category; the visit duration for this category is, on average, around 7 minutes – it is in the top 5 of most visited categories on Pinterest
- 36% of users that have bought a product in a shop claim to have been influenced by their pinning activities
- 41% of product information sharing by e-commerce shops on social media is via Pinterest
- on average a pin is re-pinned 3 times and generates 4 clicks – at least 5 million items are pinned each day
- more than 80% of pins are re-pins; the probability that your images will be shared is thus extremely high!
- on average, a pinner spends 83.9% of Pinterest time on pinning, 15.5% of time is spent on “liking” and 0.6% is spent on commenting pins
- 57% of user activity is food related (gastronomy, recipes, special treats, tips)
The Pinterest consumer
According to a recent US benchmark by IBM, the average Pinterest order value is $109.93. Another study by Javelin Strategy & Research, a financial services research and consulting firm, reports that “… shoppers clicking from Pinterest are particularly lucrative.” Javelin estimates that Pinterest users’ average order value is $123.50, which is about 126% more than Facebook users’ $54.64 average order value.
- 43% of people prefer Pinterest to associate with retailers or brands, 24% chose Facebook
- a brand product is more frequently re-pinned than shared on Facebook
- 69% of online consumers who visit Pinterest have found an item they’ve bought or wanted to buy, compared with 40% of Facebook users
- Pinterest pins with prices get 36% more likes than those without
- for 28.1% of Pinterest users the annual household income is $100,000
- out of 17 million brand engagements, 15 percent occurred on the brand’s boards and 85% occurred elsewhere on Pinterest
Based on these statistics, it is clear that Pinterest should not be ignored. In France, a number of businesses are starting to try out this social network. How about you?
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