In the Fall 2012 edition of The Social Habit research series, we took an extended look at Pinterest to see just how the popular “pinning” service is being used by social media users in America. We looked at who was using Pinterest, what activites and behaviors they were engaged in, and what kinds of products they were pinning and why.
I’ve already written about Pinterest’s unique demographic skew–it’s the only major social network that is so heavily female-driven–but for the first time we are reporting that amongst American Women 18-44 who use social media, Pinterest is the third most widely-used social network (behind Facebook and Twitter.)
We have decided to make our new Pinterest data available in a stand-alone report called Pinterest Users in America 2012. This data, extracted from the most recent Social Habit research series, provides more than 30 all-new, data-rich charts of data about the popular service, including the following:
- Comparative usage to other social networks
- Impact of Pinterest on purchase behavior
- How Pinterest browsers buy products seen on Pinterest
- What types of products are pinned
- Differential pinning reasons for 12 categories of products, including Food, Fashion, Gadgets, Travel and more