How Pinterest fuels millennial decisions

Picture of millennials

People believe lots of things about millennials, but here’s a fact to keep in mind: half of millennials use Pinterest every month.1 To find out more, we looked at millennial behaviors on Pinterest and asked Deep Focus Intelligence Group to survey millennials in the US about their attitudes towards lifestyle and shopping.

Through this research, we discovered that when it comes to figuring out core necessities like food, home decor, and style, Pinterest is the number one destination for 18-34 year-olds who use the platform, outranking all other services and apps.

“There isn't one thing I don't use Pinterest for," says  Natalie Lopez, a sales rep in Los Angeles. I usually use it for inspirational ideas for decorating my house, or food, or cocktails. I choose to use Pinterest instead of any other website or search.”

See more stats about millennials on Pinterest in our latest report:

 

Hey, big spenders

The 75 million millennials in the United States spend $65 billion each year.2 This makes millennials the largest consumer group in US history—and millennials on Pinterest are especially generous with their wallets. In fact, millennial Pinners are 18% more likely to buy additional items to complete a project or idea, whether it’s an ottoman to round out a room, or a hat to top off an outfit.3 Here’s a quick glimpse at how millennials spend across categories on Pinterest:

  • Food: 43% of millennial Pinners end up spending more than other millennials because Pinterest helps them easily find ways to use new ingredients.4
  • Home decor: 50% of millennial Pinners plan to spring a little extra on home items, vs. 44% of non-Pinners.5
  • Style: 52% of millennial Pinners plan to spend more on style, vs. 41% of non-Pinners.6

“I buy a lot of things that I Pin," says Shannon Maldonado, freelance fashion designer, Philadelphia. I have a board called ‘Should I buy this?’ And I Pin to it constantly. It’s a good place to put things that I know I’m going to come back to.” 

Open to ideas from brands

Think millennials are shallow and superficial? Think again. In general, millennials yearn for authenticity, especially when it comes to brands. They want to find businesses that they can relate to, and share values with.

On Pinterest, millennials are particularly open to seeing content from brands. 75% of millennial Pinners say they like it when a brand inspires them to reach their potential, and 63% say Pinterest helps them discover new brands or products to buy.7

image of pinner
Tips for marketing to millennials

Since millennials and marketers are such a good match, it’s easy to reach them on Pinterest. Here’s how:

  1. Showcase lifestyle Pins: 67% of all millennials say they spend too much time “being connected,” so show them how to use your products to experience new things or be more active.8
  2. Target interests to different groups: Not all millennials are the same. Younger millennials (18-24) tend to be more interested in things like sneakers, music, tattoos, art history, makeup, makeup tools, exotic cars, street style, haute couture and nails. Older millennials (25-34) look for ideas like Mediterranean decor, traditional decor, garden design, home improvement, interior design, parenting, house plans, runway fashion, landscaping and styling tips.9
  3. Help millennials shop: Millennial Pinners are 24% more likely to shop across different categories.10 For example, they’ll start browsing for boots, then end up buying makeup, too. To help them get inspired to buy, take advantage of our targeting options.

For more information on millennial Pinners, don’t forget to download our millennial report. 

—Thea Carp, saving ideas to good morning

 

1comScore Media Metrix report, Jul.2017

2Deep Focus’ Intelligence Group, US Pinterest audience study, March 2017

3Nielsen, Millennial Study, 2017

4Deep Focus’ Intelligence Group, US Pinterest audience study, March 2017

5Deep Focus’ Intelligence Group, US Pinterest audience study, March 2017

6Deep Focus’ Intelligence Group, US Pinterest audience study, March 2017

7Deep Focus’ Intelligence Group, US Pinterest audience study, March 2017

8Deep Focus’ Intelligence Group, US Pinterest audience study, March 2017

9Pinterest internal data, March 2017

10Deep Focus’ Intelligence Group, US Pinterest audience study, March 2017