Study: Smaller, Independent Stores Generating Sales from Pinterest

Los Angeles—If you think Pinterest, the social media site that allows users to pin images and share them, is nothing more than a glorified scrapbook, think again.

According to the latest study from Bizrate Insights Image Sharing and Shopping Series, nearly one in five online shoppers claim that their recent purchase at Esty.com was made after seeing the image on Pinterest. Branded stores came in second at 13% and small boutiques at 12%.

“Our research among online buyers shows that image sharing sites have inspired purchases, a trend that will likely grow as more categories/images/brands/retailers become available on sites such as Pinterest,” said Hayley Silver, vice president, Bizrate Insights.

“Smaller retailers appear to be leading the charge on sites such as Pinterest, as exemplified by their ability to ignite a passionate base of supporters to gain sales through grassroots efforts,” Silver added. Therefore it is not surprising that today these retailers are in the spotlight. It will be interesting to see how the dynamic changes as larger retail brands begin to emulate or improve upon customer engagement in the new medium.”

Fashion Retailers Driving Purchases

The study also takes a look at the browsing versus buying behavior on the popular social image sharing site as well as categories driving interest and engagement.

And the popularity of categories is likely to evolve, too, as more consumers take an active interest in Pinterest, already the third most popular social media site behind Facebook and Twitter.

In May, Bizrate found that 39% of online consumers reported having heard of Pinterest, up from 36% two months earlier. Of those that have heard of Pinterest, 48% have visited and 28% have an account.

About 42% of Pinterest visitors go to the site once a week or more. Those with accounts visit even more frequently: 58% visit once a week or more, versus 18% of those without accounts. Furthermore, 22% of visitors who have heard of Pinterest but do not have an account intend to open an account within the next six months.

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 Bizrate Insights Network of more than 5,000 e-commerce retailers in the United States and Canada. Data from this study was collected from 20,362 online buyers from May 8 to 30. www.bizrateinsights.com

 

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