CINCINNATI--(BUSINESS WIRE)--Ahalogy, an official Pinterest Marketing Developer Partner, has released its second annual Pinterest Media Consumption Study, a follow-up to its first-of-its-kind research from 2014—which has been downloaded by thousands of marketing industry professional and influencers.
Ahalogy’s new 2015 study examines how Pinterest demographics, habits, and behaviors have changed in the past year—and digs deeper into Pinners’ usage on mobile, their shopping behaviors, thoughts on Promoted Pins, as well as changes in Men, Moms, Hispanics, and International use on the platform.
“Our latest research continues to show Pinterest at the heart of what’s most important for consumers—as the ultimate planning tool for all of life's important events,” said Ahalogy Co-founder and President Bob Gilbreath. “Smart brands are waking up to Pinterest’s unique content marketing opportunity. This research, along with our added insights and technology, is helping our client partners realize the potential Pinterest can bring to their business. A smart Pinterest strategy combines paid, owned, and earned media—creating lower effective CPMs with engaging content that lives forever on a platform where consumers are spending their time.”
According to Ahalogy’s study, more people, with increasing diversity, are actively Pinning than ever before. 67% of Active Pinners were under the age of 40, a 27% increase since 2014. While Men are on the rise on Pinterest—with almost 2/3 of Active Males having joined in the past year, Hispanics, another key demographic for marketers, are also growing significantly, with more than half having joined in the past year.
For the first time, Ahalogy goes beyond the U.S., gaining insights into usage in the United Kingdom and Canada. In the U.K., 36% of Active Pinners are male, double that of the U.S.—but in both markets the male demographic is growing strongly. In Canada, socially active Pinners (+20 minutes per visit on a social network), actually spend more time on Pinterest than Facebook or any other social site.
Another key area of Pinterest insights Ahalogy uncovered in their research is what Pinners are doing, and how they’re doing it. 73% of Active Pinners bought a product found on Pinterest, and 67% actually pull up Pins in-store on their mobile devices—both of which increased significantly from 2014. 63% of Active Pinners replace magazines and catalogs with Pinterest, and 46% are using it to replace traditional search engines. While only a third of Active Pinners currently follow brands on Pinterest, more than two-thirds say they would rather engage with their favorite brand on Pinterest than their favorite celebrity or expert—indicating significant room for marketers to create a meaningful connection with their customers.
Marketers armed with such Pinterest insights continue to see business success with Ahalogy. “As we build media and marketing strategies we always say the consumer is our true north,” said Aaron Fetters, Kellogg’s, Director of Global Insights and Analytics. He added, “Ahalogy continues to apply data and insights from their solutions to help brands win on Pinterest, clearly a valued platform influencing the decisions of many consumers.”
For its primary research, Ahalogy once again partnered with AcuPOLL— a leading market research firm serving 43 of the top 100 U.S. advertisers and 2/3 of the consumer-oriented firms in the Fortune 500. Ahalogy’s Pinterest Media Consumption Study is a leading source of insights about Pinterest users and habits, cited in its initial publishing by numerous industry influencers including eMarketer, AdWeek, Techcrunch, Fortune, and the New York Times.
To download a copy of Ahalogy’s 2015 Pinterest Media Consumption Study, as well as other Pinterest insight reports, visit Ahalogy.com/Research
About Ahalogy:
Ahalogy is the Marketer’s Solution for Pinterest™. As an official Pinterest Marketing Developer Partner, Ahalogy’s unique Pinterest-focused marketing technology helps marketers source, optimize, and scale success on the platform. Ahalogy makes it easier for brands and publishers get better results at scale—via insightful data science, deep Pinterest expertise, creative craftsmanship, and content know-how. Headquartered in Cincinnati, Ahalogy has additional offices in New York City, Chicago, Stuttgart, Los Angeles, and San Francisco. Ahalogy counts several of the U.S.’s foremost consumer brands as clients. Visit Ahalogy.com to learn all of Ahalogy’s Pinterest capabilities.
