Pinterest and the Path to Purchase: Reaching Customers During Active Consideration

Irene Voisin, Lead Insights Researcher at Pinterest gave a compelling talk at the Shopper Insights & Retail Activation conference about the power of Pinterest. Pinterest is one of the most influential sources throughout the customer journey. People use Pinterest when they’re actively considering what to purchase next. Consumers get inspired, discover new ideas or products, define their tastes, and explore products that are right for them. Pinterest is an important touchpoint for consumers in the path to purchase.

Pinterest and the Path to Purchase

During the pre-purchase phase,about 90% of Pinners (i.e., engaged Pinterest users) get ideas about what to purchase. Additionally, 70% of Pinners discover new products to purchase via researching on Pinterest.

When consumers are making a purchase, many Pinners (66%) did so because of branded content on Pinterest. Pinterest is also used during shopping trips; about 41% of Pinners used Pinterest in store to help them shop.

After a purchase, many Pinners (59%) return back to Pinterest to learn more information about the product they purchased. Additionally, 53% go back to Pinterest to post other information about the product they bought to help their fellow Pinners in their shopping endeavors.

Key Takeaway

Pinterest and branded content drives purchases. Brands might want to push for more branded content on the Pinterest platform. The majority of searches on Pinterest are unbranded and consumers typically come to Pinterest when they are undecided and open to hearing about different brands. Pinterest may be an effective way to reach consumers during active consideration.