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Understanding Pinterest’s Real Power: Most Pinners Make Purchases

Understanding Pinterest’s Real Power: Most Pinners Make Purchases

Pinterest is five years old. In that half-decade, the image collection and curation social media site has grown at breathtaking speed; currently there over 70 million active users, 85% of whom are female. Now Millward Brown, a division of the world’s second largest market research company, has released a study detailing exactly how influential Pinterest is in its users’ purchasing decisions.

[Tweet “87% – nearly 9 out of 10! – Pinterest users have made a purchase because of the platform.”]

It’s well-known that people use Pinterest as a planning and inspiration resource prior to major milestone events in their lives, such as engagements, weddings, baby showers and graduations. Other key milestone events include buying a home or doing a remodel. 46% of the people in the Millward Brown study report using Pinterest in this way.

The journey from planning to purchase is streamlined by Pinterest. An astonishing 93% of users choose Pinterest as a tool for planning specific purchases. This can be the bride to be, who pins images of gowns, engagement rings, wedding favors and more; or the home remodeler who creates boards filled not only with the way they’d like their new room to look but with all the power tools and supplies they’ll need to make it happen. Pinterest is very powerful for the ‘browse now, buy later’ shopper, who often returns to the images they’ve collected as a starting point when they’re actually ready to make a purchase.

Finally, Pinterest is a valuable discovery tool for today’s shopper. 87% – nearly 9 out of 10! – Pinterest users in the Millward Brown study report buying an item because of Pinterest. This may be because Pinterest is where they first discovered the item, or because seeing numerous other Pinterest users collecting images of that item prompted them to think they really wanted to own it for themselves.

There are a lot of jokes out there about Pinterest being a massive time waster; after all, users spend over an hour per visit on the site, exponentially more than they spend on Facebook, Twitter, or LinkedIn. However, it’s important to remember that those users aren’t just browsing, they’re shopping – and that means for the retailer, Pinterest is anything but a time waster!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office