Only 27% of Active Pinterest Users Report Following Brands

May 16, 2014

This article is included in these additional categories:

Brand Loyalty & Purchase Habits | Digital | Retail & E-Commerce | Social Media | Travel & Hospitality | Women

AhalogyRJMetrics-Pinterest-Users-Brand-Marketing-May2014Just 27% of active Pinterest users (who use the platform at least once a month) say they follow any brands on the platform, per survey results [download page] from Ahalogy. But, users would be about 5 times more likely to prefer following their favorite brand or store (83%) than their favorite celebrity (17%), suggesting that they are open to brand marketing activity. The study, along with a separate blog post from Pinterest, identify the categories that are most popular on the platform. These categories might be most ripe for further brand marketing.

The top-browsed categories by active users, according to the Ahalogy study, are:

  • Food and Drink;
  • DIY and Crafts;
  • Home Décor; and
  • Holidays and Events.

As for the most popular categories by day of the week, Pinterest notes that the most pinned are:

  • Monday: Fitness;
  • Tuesday: Technology;
  • Wednesday: Inspirational Quotes;
  • Thursday: Fashion;
  • Friday: Humor;
  • Saturday: Travel: and
  • Sunday: Food and craft ideas.

Pinterest remains dominated by women, according to the Ahalogy research, with 79% of active Pinterest users in the survey being female. That aligns with a recent study from RJMetrics, which found that 80% of users are women and that 92% of all pins are made by women.

The RJ Metrics study – based on a sample of 50,000 random pinners and their pins, taken directly from public pages – also came to some other intriguing conclusions. Indeed, not only do women dominate Pinterest activity, but their percentage of activity has in fact grown over the past 3 years.

Much like the browsing data in the Ahalogy study, the RJMetrics analysis revealed that the most popular categories are Food and Drink (20% of pins), DIY and Crafts (12% of pins) and Home Décor (11% of pins). During the past year, the average female users has made 158 pins.

Perhaps most interesting? Some 84% of female pinners are still pinning into their 4th year on the platform, and female users are pinning more with each passing year that they use Pinterest.

About the Data: The Ahalogy 2014 Pinterest Media Consumption Study surveyed 1,300 males and females ages 15+ across the United States between February 26 and March 11, 2014. Of the 1,300 people surveyed, 500 were active Pinterest users, meaning that they use Pinterest at least once a month.The sample surveyed was nationally representative for age, education, and income, as well as regionally diverse. Almost all of the data concerning following brands versus celebrities and experts is statistically significant at a 90% confidence level.

The study was conducted by AcuPOLL Precision Research, Inc.

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