Pinterest: In-Store Mobile Shoppers' Little Helper - eMarketer

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Pinterest: In-Store Mobile Shoppers' Little Helper

Over two-thirds of users have looked up pins via mobile phones in-store

August 17, 2015

Pinterest has a large part in users’ purchase decisions, and April 2015 research conducted by AcuPOLL for Ahalogy found that its influence follows mobile users all the way to the store.

Reasons that US Active Pinterest Users Look Up Pins via Mobile Device While Shopping In-Store, April 2015 (% of respondents)

Shopping was one of the top activities during which users liked to access Pinterest, and smartphones were their favorite devices on which to do so. When the study asked US active Pinterest users—those ages 15 and older who had logged in to Pinterest at least once in the past month—about their preferred devices for accessing Pinterest during certain activities, one-third of respondents said they favored smartphones while shopping. This was well above the 10% who preferred tablets and 9% who chose PCs.

As such, when heading to the store, smartphones tagged along. In all, more than two-thirds of Pinterest users had looked up pins via mobile phones while in-store.

DIY and crafts, home decor, food and drink, design, and hair and beauty were the leading content categories for which users considered Pinterest a “go-to” source, and in-store mobile activities largely revolved around these topics. Among those who had looked at a pinned item via any mobile device while in-store, around half did so to find ingredients for a recipe or look up supplies needed for a project.

Product Categories that US Active Pinterest Users Have Browsed on Pinterest via Mobile Device While Shopping In-Store, April 2015 (% of respondents)

Fully 45% looked at their wish lists for inspiration, and 36% actually went on to buy an item.

Food and recipes, craft and home products, and fashion and beauty items all landed among the leading product categories that active Pinterest users had browsed on the social network via mobile while in-store.

In all, eMarketer expects there to be 47.1 million US Pinterest users this year, representing 26.1% of social networkers and 18.1% of internet users. In 2019, 59.3 million people in the country—or nearly three in 10 social network users and more than one-fifth of internet users—will log on to the social network via any device at least monthly.


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