Who uses Pinterest?

  • Pinterest has more than 12m US users.
  • 28.1% of Pinterest users have an annual household income of at least $100,000.
  • There are more than 200,000 active Pinterest users in the UK.
  • 29% of UK users are in the highest income bracket.
  • According to Experian, in the UK Pinterest saw a 786% increase in traffic last year from 901,761 visits in September 2011 to 7,985,316 in September 2012. Meanwhile in the US Pinterest saw a 15-fold increase to 139m visits in September 2012 compared to 9.2m in the same period in 2011.
  • Pinterest is now the third most popular social network in the US in terms of traffic.
  • Pinterest is retaining and engaging users as much as 2-3 times as efficiently as Twitter was at a similar time in its history.
  • The average Pinterest user spends 98 minutes per month on the site.
  • US users spend an average of one hour and 17 minutes on the site.
  • According to Repinly, the most popular category on Pinterest is ‘food and drink’ with 11.9% of pins, followed by ‘DIY and crafts’ 9.2% and ‘home décor’ (5.9%). However, looking at pinboards rather than single pins, home décor is actually the most popular category (11%) followed by ‘art’ (10.7%) and ‘design’ (10.3%).

Why Pinterest is good for business

  • 25% of Fortune Global 100 companies have Pinterest accounts.
  • Pinterest pins with prices get 36% more likes than those without.
  • 43% 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.
  • According to a study by Convertro, Pinterest represented 17.4% of social media revenue for e-commerce sites in April 2012, up from just 1.2% in Q2 2011. The data was taken from 40 of its clients, most of which are top 500 internet retailers.
  • According to a Bizrate report 69% of online consumers who visit Pinterest have found an item they’ve purchased or wanted to purchase as compared to only 40% of online consumers who visit Facebook.
  • The survey, which interviewed 7,431 online buyers from August 9 to 17 2012, also found that significantly more online consumers agree that Pinterest is a place to “get inspiration on what to buy” and “help keep track of or collect things I like.”

  • Last year Sony published data which showed that Pinterest drives 2.5 times more traffic to its homepage than Twitter. Similarly, there are 10 times more clicks of the ‘Pin-it’ button than the ‘Tweet This’ one.
  • Jewellery retailer Boticca found that after integrating ‘pinning’ buttons across its website, Pinterest became its number one social referrer, assisting roughly 10% of sales, compared to 7% from Facebook.
  • Furthermore, Boticca found that Pinterest users spend more than twice as much as Facebook users ($180 vs. $85), and the site drives higher numbers of new customers. 86% of visits from Pinterest are new to Boticca compared to 57% from Facebook.