One of our mottos at Pinterest is, “Put Pinners first.”
To make sure we’re doing right by our 200 million monthly active users around the world, this August we commissioned research firms db5 and Colloquial Insights to chat with over 1,500 Pinners through online surveys and in-home interviews.
The results are in, and 59% of weekly users said they love Pinterest! That’s 11 percentage points higher than their rating for the next highest platform, Facebook (48%), and 21 points higher than Snap (38%).
Here’s why Pinners’ attitudes towards Pinterest are so positive:
1. People use Pinterest with intent: Unlike other platforms, Pinterest isn’t about killing time. It’s about finding something to do or buy.
“I’ll look on Facebook or Instagram just because I’m bored. I don’t really do that on Pinterest," says Lindsey, 33. "It’s about needing an idea for an upcoming party or new chair.”
2. People on Pinterest say it adds value: The visual nature of Pins gives people a kind of inspiration they can’t get elsewhere.
“It’s like asking your best friend, ‘What should I wear for fall?’ said Kendra, 27. "It shows you, versus searching the Internet.”
3. Pinterest is personal: The rise of technology has created a more connected world… and sometimes Pinners just need a digital oasis to pursue “me time.”
“It’s all about me and my interests," says Kelly, 28. "Those other sites are all about what other people like.”
The common thread that ties these 3 things together? Pinterest helps people discover and do what they love. According to survey respondents, it’s the platform that helps them feel more creative (73%), inspired (68%) and organized (62%). It’s no surprise that 61% of respondents said Pinterest is where they find ideas to be their best selves (the next highest platform was Google, at 40%).
“Those other sites are all about what other people like,” said Kelly, a 28-year-old Pinner from Denver. “On Pinterest, it’s ‘I love this, I love that.’ It’s very self-centered and not a waste of time.”
“I saw a Pin of Rihanna wearing MAC lipstick called Sinful and she looked awesome! I actually immediately figured out where to buy it and picked it up because of that Pin.”
- Entertainment: 37% create boards for events or concerts they want to attend, and 49% use Pinterest to discover new shows, movies or books.
- Finance: 86% of respondents say they’re in the market for at least one financial service, and 49% said they’re looking for financial tips and tricks.
- Food and drink: 42% of respondents purchase items for recipes found on Pinterest, while 76% search or create boards for day-to-day meals.
- Home decor: 52% create wishlists for home decor products they want to buy, and 83% say they use Pinterest for DIY projects. “I found a really cute desk that looks like a credenza. It's from Urban Outfitters Home, which I didn’t even know sold furniture. I found it through Pinterest and it’s the cutest thing,” said Mirna, a 28-year-old in Los Angeles.
- Style: 46% create boards for products they want to buy or receive as gifts. 66% use Pinterest to learn how to style fresh, everyday looks. “I used Pinterest to look at different outfits and ways to wear them. Then I searched Nordstrom, Bloomingdales and MR Porter,” said Brant (31, Dallas).
- Travel: 68% create Boards for places they want to visit, and 46% look for hotels and other lodging for upcoming vacations.