bizrate insights online consumer pulse - pinterest vs facebook

7/29/2019 Bizrate Insights Online Consumer Pulse - Pinterest vs Facebook

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With over 16 million surveys collected worldwide in2011 from over 5,500 retailers, Bizrate Insights isthe largest source of verified customer-generated

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Pinterest vs. Facebook: Which Social SharingSite Wins at Shopping Engagement?by Hayley Silver, Vice President

with Eileen Tan, Director and Cory Mitchell, Manager

This is the third in a series of Online Consumer Pulses on Social Image Sharing and Online Shopping by Bizrate Insights.

While Pinterest has established itself as the dominant source for visual inspiration in today's social scape,

questions continue to circle about whether the site can actually generate conversions. As part of its serieson Social Image Sharing and Online Shopping, Bizrate Insights continues to delve into how consumers

connect with retailers on Pinterest. In this third installment, we compare and contrast Facebook andPinterest with respect to shopping conversions and product inspiration.

Pinterest is better at inspiring purchases than Facebook

While both Pinterest and Facebook are sites online consumers visit to connect with people who have similarstyles and interests, Pinterest is more often used as a destination for shopping inspiration, tracking, and

product discovery. 69% of online consumers who visit Pinterest have found an item theyve purchased orwanted to purchase as compared to only 40% of online consumers who visit Facebook. Additionally,

significantly more online consumers agree that Pinterest is a place to get inspiration on what to buy, helpkeep track of or collect things I like, and to keep up with the latest trends on things that I like.

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Pinterest also appears to be the stronger vehicle for brand association. 43% of Pinterest members agreethat 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.

Activities with brands & retailers varies by social media platform

A greater percent (55%) of Pinterest users have engaged with retailers and brands via Pinterest, compared

to the percent of Facebook users that engage retailers or brands on Facebook (48%). But how customersengage differs for each of the two platforms. Pinterest users are more likely to be Creators: adding and

sharing retailer/brand related content, while Facebook users are more likely to be Participators: interactingwith promotional activities developed by retailers and brands.

Facebook still dominates in awareness and usage among online consumers

Facebook still significantly surpasses Pinterest in reach. The latest data from September 2012 shows that

63% of online consumers have a Facebook account; only 15% of online consumers have a Pinterest account.That said, awareness of Pinterest among online consumers continues to trend upwards. In August 2012,

46% of online consumers report that they have heard of Pinterest, up from 39% in May and 36% in March.



About the Study

The Bizrate Insights Social Image Sharing and Online Shopping Series is a set of surveys conducted via the

Bizrate Insights survey platform and offered to online buyers immediately after purchasing from the BizrateInsights Network of over 5,200 ecommerce retailers in the US and Canada. Data from this study was collected

from 7,431 online buyers from August 9-August 17, 2012.

For over 12 years, Bizrate Insights has helped retailers listen to their customers in a way that is fast and measurable,resulting in insights, action, conversation, and customer loyalty. The Bizrate Insights customer feedback andratings platform allows retailers to collect seller ratings directly from verified customers. Standard ratings are

published across the leading comparison shopping site, Bizrate.com, and syndicated across the webs largestsearch engines to help drive conversion and traffic. Collecting over 16 million surveys annually, Bizrate Insights

is one of the largest sources of consumer-generated review content in the world, delivering actionable insightsand valuable shopper data to key decision makers in e-commerce.

Visithttp://bizrateinsights.com to learn more about our FREE and paid buyer and site abandonment surveyand reporting products.

For more information, please contact:

Hayley Silver

Vice President, Bizrate InsightsBizrate Insights

12200 W. Olympic Boulevard Suite 300Los Angeles, California 90049

[email protected]

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bizrate insights online consumer pulse - pinterest vs facebook

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