New study shows that most Pinners have made a purchase

Eva Papoutsakis Smith
millward brown study

Today, Millward Brown released a study proving that Pinterest plays a huge role in influencing purchases—according to their research, most Pinners have bought something because of Pinterest. 


In their study, Millward Brown analyzed survey responses from more than 2,000 people, and of those who have actively used Pinterest in the past 6 months:

  • 96% have used Pinterest to research and gather information
  • 93% have used Pinterest to plan for purchases
  • 87% have purchased something because of Pinterest

The research also found that Pinners (especially women and millennials), tend to use Pinterest as a planning tool during key life moments, big and small. In fact, active Pinners are 47% more likely to be going through major events in the next 6 months, from getting married and buying a home to having a baby or planning a special occasion.


All this just goes to show how Pinterest is a place where people go to plan their futures. As they plan, they use Pinterest through all stages of the “customer journey”—they start with an idea and narrow in on what they’d like to buy or do, and your products and services can help make their plans come to life.


—Eva Smith, currently saving ideas to Momma Needs a Brand New Bag