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BizReport : Social Marketing : May 03, 2012

Images on social image sharing sites prompt 32% to purchase

In the first in a series of Consumer Pulses on social image sharing and online shopping, Bizrate Insights reveals that almost a third of image sharing site users have made a purchase after spotting an image they like.

by Helen Leggatt

Bizrate-Insights-01.jpgMany people around the globe share and collect images via social image sharing sites such as Pinterest, Juxtapost, Discoveredd, Fancy and Polyvore. The rocketing success of Pinterest has piqued retailers' interest in how to leverage this new social tool.

But are consumers using the social image sharing sites to make purchases? According to Bizrate Insight's survey, such sites are inspiring product consideration and purchases.

Almost a third (32%) of the 3,741 online buyers surveyed had made a purchase as a result of seeing an image on a social image sharing site, such as Pinterest. Of those, 26% were able to click through to the retailer from the image to make the purchase. Six percent had to look for the product on another site as clicking the image did not take them to a retailer.

Another 37% had seen items they wanted to buy on image sharing sites. One in 10 did not make a purchase as they couldn't find them and 27% did not purchase because they didn't take the time to look for them.

Despite some initial copyright issues, Pinterest attracted over 21 million visits in the week ending 28 January, 2012, almost 30 times the audience volume from six months before. It is already the third most popular social network in the U.S.:

1. Facebook: 1 billion
2. Twitter: 182 million
3. Pinterest: 104 million
4. LinkedIn: 86 million
5. Tagged: 72 million
6. Google+: 61 million

Tags: ecommerce, image sharing, purchase patterns, retail, socia media, social network

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