Pinterest
is now the third most popular social networking site in the U.S. and
could help foster "meaningful connections" between retailers and
consumers. That's according to a lengthy new 2012 Digital Marketer
report from Experian.
Retailers should also consider advertising on
Facebook. The report found that retail advertisers saw conversion rates of almost 50 percent through Facebook ad campaigns in 2011.
According to
Experian, Pinterest attracted 21.5 million visits in the
week ending January 28, 2012 – nearly 30 times the number of total
visits six months before giving it a larger audience than
LinkedIn.
As reported by other firms, Pinterest skews female; 60 percent of the
site's users are women, and 55 percent are between the ages of 25 and
44, according to Experian.
Californians and Texans made up the largest share of visits to the
site, and its users over index in visits from Midwestern, Northwestern,
and Southeastern states.
"This data indicates that Pinterest visitors have a different profile
versus their counterparts visiting other social networking sites such
as Facebook and YouTube,
" notes the report.
Pinterest users post photos of "Products They Love," from L.K.
Bennett shoes and Kate Spade purses to iPhone cases, laptop bags, and
Reyka Vodka. So, it's no surprise Experian sees the site as full of
potential for retail marketing. "As communities become less about
friends and more about common interests, retail brands in particular
need to take note if they want to make more meaningful connections with
their customers," the company states.
Retail brands that ran at least four ad campaigns on Facebook in 2011
drew some of the highest conversion rates as measured by Experian.
Retail Facebook ads resulted in a 49 percent conversion rate, compared
to 40 percent for travel advertisers and 58 percent for consumer goods
brands. In contrast, auto brand ads on Facebook generated just 18
percent conversion.
Facebook ads can be a "significant source" of company site traffic, added the report.
Twitter remains the second largest social site in the U.S.
