Online Consumer Pulse
Pinterest vs. Facebook: Which Social Sharing Site Wins at Shopping Engagement?

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 series on 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 and Pinterest 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 similar styles 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 they’ve purchased or wanted 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,” “help keep track of or collect things I like,” and “to keep up with the latest trends on things that I like.”

Pinterest also appears to be the stronger vehicle for brand association.  43% of Pinterest members agree that 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 customers engage 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”: interacting with 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 Bizrate Insights 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 and ratings 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 web’s largest search 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 insights and valuable shopper data to key decision makers in e-commerce.

Visit http://bizrateinsights.com to learn more about our FREE and paid buyer and site abandonment survey and reporting products. For more information, please contact us.

 

Online Consumer Pulse: For the smaller shop, Pinterest brings sales

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

In a series of surveys of online buyers, Bizrate Insights is helping the ecommerce community understand how the new group of visual shopping sites can help consumers connect with retailers and the products, lifestyles, or brands that they sell.  Our first Consumer Pulse on this topic found that 1 in 4 online consumers recall having made a purchase by directly clicking on an image in a visual image sharing site, validating the promise of these sites as an avenue for retailers to drive product consideration and retail sales.   This second installment focuses specifically on the visual shopping site most recognized by respondents, Pinterest, and investigates browsing versus buying behavior.

 

Browsers favor Home & Garden images while Apparel images drive buying

Categories browsed and categories driving purchases differ. Though the quality of images, great click-through experiences, and sizable followings will make the popularity of each category change over time, currently Clothing & Apparel retailers are leading the pack in driving purchases while Home, Garden & Pool/Spa just edges it out for grabbing the most interest for window shopping.

 

Bizrate Insights - Top10 Categories Browsed and Puchased on Pinterest

 

Pinterest Brings Customers to Etsy and Smaller Boutiques

While the brands and stores that drove purchases from Pinterest were varied, there is currently a distinct trend favoring smaller retailers and individual sellers.  Nearly 1 in 5 online shoppers claim that their recent purchase, made after seeing an image on Pinterest, came from Etsy.

 

BizrateInsights - Store purchased from Pinterest

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Interest in Pinterest continues to grow

In May 2012, 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.

42% of Pinterest visitors go to the site once a week or more. Those with accounts tend to visit more frequently than those without accounts; 58% of those with accounts visit once a week or more, versus 18% of those without accounts. The Health & Beauty, Baby Gear, and Flowers, Food, Drinks & Gifts categories have the highest percentages of visitors (>60%) who browse once a week or more.  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.

 

Bizrate Insights - How Often Do You Visit Pinterest?

 

 

 

 

 

 

 

 

 

 

 

 

 

Please download the free PDF report here.

 

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 over 5,000 ecommerce retailers in the US and Canada.  Data from this study was collected from 20,362 online buyers from May 8-May 30, 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 and ratings 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 web’s largest search 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 insights and valuable shopper data to key decision makers in e-commerce.

Visit http://bizrateinsights.com to learn more about our FREE and paid buyer and site abandonment survey and reporting products.

 

 

Online Consumer Pulse: Pinterest is not only for window shopping, over 1 in 4 buy

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

The rise of Pinterest has brought much attention to the growing community of social image sharers, folks who collect and share images from around the web through social image sharing sites.  Retailers are searching for how to leverage the new tool for customer acquisition and engagement.   Bizrate Insights recently launched a new series of studies investigating how online consumers are shopping through this emerging channel.

Social image sharing sites such as Pinterest are inspiring product consideration and purchases

Over 37% of online consumers have heard of at least one of the most popular social image sharing sites*.  Pinterest leads in both awareness and visitation, with 36% aware and 19% visiting.  Of those who have visited at least one of the most popular social image sharing sites, over 1 in 4 have made a purchase based off of images found on the site.  An additional 37% have found items they have wanted to purchase but did not at that time.

 

Visual Shopping*Social image sharing sites include: Pinterest, Juxtapost, Discoveredd, Fancy, Polyvore.

 

Next up in our series: Who visits and/or buys more, women or men?

Please email us to make sure you get on our report distribution list for our second installment.

For more information, please download the free PDF report here.

 

About the Survey

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 over 5,000 ecommerce retailers in the US and Canada.  Data from this study was collected from 3,741 online buyers from March 22– March 26, 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 and ratings 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 web’s largest search 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 insights and valuable shopper data to key decision makers in e-commerce.

Bizrate Insights Social Media Series Part 3: Leveraging Digital Word of Mouth

This is the third installment of the 3-part Bizrate Insights survey series on Social Media and Shopping.

 

ABSTRACT
Discovering your social “brand champions” (those who evangelize your product via social media outlets) and cultivating social programs targeted towards them will enhance word-of-mouth ROI for your brand.  Making it easy for them to share experiences, products, or purchases is just as or more important than broad-based “like” driven promotions.  Over half of online buyers who participate in social media comment or post about products, brands and retailers and over one in six have purchased something based on a friend’s post.

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Bizrate Insights Social Media Series Part 2: Balancing the “like”

This is the second installment of the three-part Bizrate Insights survey series on Social Media and Shopping.

 

ABSTRACT
Finding the right balance between timely relevant posts vs. too many posts is a key challenge for marketers seeking a social relationship with buyers.  Social media usage is on the rise, as is the number of online buyers who “like” or “follow” retailers.  However, over 3 in 5 online buyers will “unfollow” or “hide” profiles they don’t deem necessary.

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Bizrate Insights’ Social Media Series Part 1: Year-Over-Year Trends in Social Media Usage (2009 – 2011)

Over the past few years, Bizrate Insights has been tracking online buyers’ social media usage, and more specifically, whether they interact with retailers. As more retailers increase their social media presence, the percentage of online buyers who “like” or “follow” a retailer via social media has grown significantly. As part of its Hot Topic program, Bizrate Insights asked several questions related to online buyers’ social media usage in both 2009 and 2010. In August 2011, these questions were pulsed again, this time as part of a study with Sucharita Mulpuru of Forrester Research.

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