3/4 of Pinterest Usage on Mobile

According to Piqora, having performed "the first scientific and quantitative research" of 1,000 brands on Pinterest between February and October of this year, the Pinterest mobile user base grew 50% this year, and 75% of usage happened on a mobile device.

Findings from the survey show that, on average, a Pin generates 78 cents in sales, up by 25% from Q4 2012, and drives two site visits and six page views

50% of visits happen after 3.5 months of first Pinning. Pins get discovered long after they're born and continue driving visits to sites. This is because discovery on Pinterest today is feed driven for fresh pins, and is search/navigation driven for older Pins. Other social networks such as Facebook and Twitter are primarily feed driven with little or no browsing behavior. Also, Pinterest Board pages can rank on Google long after the original posts, says the report.

50% of orders happen after 2.5 months of pinning. When a product is on Pinterest, it signals that the product is worth buying. That creates a strong latent demand for products. Popular pins continue to get discovered via search and navigation.

Orders from Pinterest spike on Mondays, but in general are uniform throughout the week. That could be due to users discovering a lot of products on the weekend and buying them on Mondays after more research and consulting with their spouses.

On average, a Pinterest Pin generates more than 10 Repins. Pins are 100 times more viral than tweets, which on average only get retweeted 1.4%.

And, recently announced, Pinterest is making its API available to select retailers and brands, meaning that retailers can embed pins directly into their e-commerce sites, facilitating easy sharing by users without having to take a break from shopping, reading or browsing. Shoppers will see which products are trending on Pinterest.

According to the Pinterest blog, “… when you go to in search of Thanksgiving recipes, you’ll see… popular recipes on the home page… chosen by Pinners… or… to get started on holiday shopping… browse in-demand products… (for a good) book to read… go to… (for) the books Pinners are enjoying most.

For more from Pinterest, please visit here.



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