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BizReport : Social Marketing : August 17, 2015

Two-thirds of Pinners pull up Pins in-store

Pinterest continues to attract Pinners to its visual discovery platform. A recent report from Ahalogy shows what Pinners are doing less due to their Pinterest input and how many are using Pins in-store.

by Helen Leggatt

In their second 'Pinterest Media Consumption Study', Ahalogy, a Pinterest Marketing Developer Partner, delves into how Pinterest affects consumer behavior and media habits.

According to the report, while the platform continues to be dominated by women (82%), this is down 5% on last year, which means more men have joined. According to Ahalogy, two-thirds of 'active males' joined in the past year. At the start of 2015, Pinterest added a new feature, 'Guided Search', to allow users to tailor search results according to their interests and gender. This, it hoped, would allow men to navigate the site to find more masculine content.

Ahalogy's report also set out to discover which other activities Pinners were replacing with their Pinterest use. They found that nearly two-thirds (63%) were replacing use of catalogs and magazines with Pinterest, 46% were replacing search engines (up 26% on last year), and nearly three-quarters had bought a product found on Pinterest - up 48% on last year.

The biggest increase in use was in-store, with 67% pulling up Pins while shopping, a 58% increase on 2014.

The introduction of Promoted Pins hasn't caused consternation among users. Despite 47% being aware of them, most do not notice or mind the fact they are, essentially, 'ads'.

10 FACE /

Image via Shutterstock

Tags: Pinterest, social media

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