Pinterest Drives Shoppers to Etsy According to Bizrate Study
By Ina Steiner
A Bizrate study found that 25% of respondents who were aware of image-sharing sites such as Pinterest made a purchase through them. The top five categories purchased on Pinterest were: Clothing & Apparel (39%); Jewelry, Handbags & Accessories (23%); Art, Art Supplies & Hobbies (22%); Home, Garden & Pool/Spa (18%); and Health & Beauty (14%).
Nearly 1 in 5 online shoppers say recent purchases made after seeing the image on Pinterest was at Etsy.com, according to the latest study from the Bizrate Insights Image Sharing and Shopping Series.
Branded stores and small boutiques came in at a close second and third place with 13% and 12% completing their purchases at the aforementioned, respectively. "Retailer" came in fourth place, and Amazon.com came in fifth place.
In May 2012, 39% of online consumers reported having heard of Pinterest, up from 36% two months earlier. Of those that have heard of Pinterest, 48% have visited and 28% have an account; 42% of Pinterest visitors go to the site once a week or more.
Bizrate Insights Vice President Hayley Silver said, "Our research among online buyers shows that image sharing sites have inspired purchases, a trend that will likely grow as more categories, images, brands, retailers become available on sites such as Pinterest. Smaller retailers appear to be leading the charge on sites such as Pinterest, as exemplified by their ability to ignite a passionate base of supporters to gain sales through grassroots efforts."
The Bizrate Insights Social Image Sharing and Online Shopping Series is a set of surveys conducted via the Bizrate Insights survey platform and offered to online buyers immediately after purchasing from the Bizrate Insights Network of over 5,000 ecommerce retailers in the U.S. and Canada. Data from this study was collected from 20,362 online buyers from May 8-May 30, 2012.
About the author:
Ina Steiner is co-founder and Editor of EcommerceBytes and has been reporting on ecommerce since 1999. She's a widely cited authority on marketplace selling and is author of "Turn eBay Data Into Dollars" (McGraw-Hill 2006). Her blog was featured in the book, "Blogging Heroes" (Wiley 2008). Follow her on Twitter at @ecommercebytes and send news tips to firstname.lastname@example.org.
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