2014 Pinterest Media Study

As Pinterest prepares to launch its first paid advertising product Promoted Pinslater this month, our latest research reveals that users of the platform are prime targets for marketers’ budgets.

The study, conducted by Ahalogy and AcuPOLL Precision Research, Inc., found that active Pinterest users are early adopters who love to try and buy new things, but are becoming harder to reach through traditional media outlets. They’re also open to brand activity and marketing on Pinterest as long as it adds value to their life.

We’ve seen great results from Pinterest marketing in the past two years that we’ve been helping brands grow on the platform. Now we’re excited to broadly share data that proves this a marketer-friendly audience and platform.

Based on the study results, Pinterest users are shifting away from consuming media through traditional advertising outlets. They’re watching significantly less television than non-users (up to three hours fewer each week), and almost half of the time, are replacing magazine reading and catalog browsing with Pinterest use. They also indicate that quite often they use Pinterest in place of traditional search engines, like Google.

The research study also revealed some noteworthy Pinterest marketing opportunities for brands. For example, 75 percent of Pinterest activity is mobile, and 52 percent of daily Pinterest users are pulling up the app in-store to guide their purchases. Additionally, 83 percent of active users would prefer to follow their favorite brand on the platform than their favorite celebrity. However, only 27 percent of active users are currently following any brand or business on Pinterest.

Check out the full research study here.