Their lifestyles can be radically different. One might be a fresh out of college millennial navigating her first job and life in a big city. Another could be a Gen X mom balancing a demanding career with raising kids at home.
The way they live may vary, but they have one major thing in common: They’re the Deciders.
They are women age 25-54 and they make the majority of purchase decisions in US households. They’re responsible for 80% of household buying, and they control more than 50% of the wealth in the US.1
Pinterest reaches 83% of all women 25-54 in the US, Deciders as we call them.2 That's more than Instagram, Snap and Twitter.
We wanted to learn more about this key demographic on our platform—how they use Pinterest and the role it plays in their household decisions. So we analyzed our behavioral data in the US and commissioned a survey of women age 25-54 about their attitudes around style, beauty and food and drink.
The Deciders say they’re reliant on brands to help them make the best decisions. 78% say content from brands helps them bring ideas to life.6
Like other people on Pinterest, the Deciders say they use the platform to help them make decisions about what they want to do and buy across key categories. 58% say it helps them make shopping and purchasing decisions.7
“Pinterest is more suggestive. It comes up with more ideas that are related,” said Dani, from Dallas, Texas. ‘You mentioned exercise, but have you thought about recipes?”
Here’s a deeper dive into three of the Deciders’ favorite categories on Pinterest: Food and Drink, Style and Beauty.
We reach 70% of the Deciders who purchased jewelry, watches or accessories in the past 6 months, and 1 out of 2 who spent $500 or more on women’s clothing or shoes in the same period.11 67% of the Deciders turn to Pinterest for brand-led ideas and purposeful browsing.12
Here are the most popular recent searches in the category: Sunglasses, trendy, fashion style, plus size fashion for women.
They’re looking for guidance on what is trending. We’re seeing interest in colorful and floral patterns in clothing and shoe saves on Pinterest.