Pinterest vs. Facebook: Which Site Wins at Engaging Shoppers?

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Los Angeles—Which social media site is most likely to act as an impetus for a consumer to buy?

Well, if the third in a series on image sharing sites and shopping by Bizrate Insights is any indication, Pinterest may have the edge.

In its Bizrate Insights Image Sharing and Shopping Series released today, 69% of online consumers who visit Pinterest found an item they’ve purchased, or want to purchase, compared to just 40% of online consumers who visit Facebook and found the same.

“While Facebook is far larger than Pinterest in terms of audience size—63% of online consumers have a Facebook account, while only 15% have a Pinterest account—our study, based on a survey of verified online buyers, finds that Pinterest provides a better experience for shopping discovery, purchase consideration, and deeper engagement with retailer content,” says Hayley Silver, vice president at Bizrate Insights.

However, that’s not to say that Pinterest deserves all retailers’ or brand marketers’ attention.

“Facebook and Pinterest each serve their online shopping communities with their preferred shopping activities, which vary by platform,” says Silver. For example, Facebook outpaces Pinterest in promotions (30% participate on Facebook vs. 9% on Pinterest), while Pinterest is stronger in sharing (55% repin an item on Pinterest vs. 37% post an item on Facebook).”

Perhaps in response to competition from newcomer Pinterest, Facebook recently began offering a new feature called “collections” which allows users to create a wish list of products they would like to have by clicking a “want” button or a “collect” button. All of these buttons will place the items chosen to the user’s timeline in the newest section called “products.”

Bizrate’s study, which contains results from more than 7,000 verified online buyers in August 2012, compares Pinterest and Facebook engagement across a variety of shopping activities and usage occasions. This third study in the Series continues to provide deeper insight for retailers and marketers seeking to trend how online consumers are approaching Pinterest and other social media outlets.

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 5,200 e-commerce retailers in the United States and Canada. Data from this study was collected from 7,431 online buyers from August 9 to 17.


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