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Pinterest Searches for Proof That Pinning Leads to Purchases

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As Pinterest increases its advertising efforts, a survey that Pinterest completed with Millward Brown Digital on Pinners' purchasing habits could come in handy. According to the Wall Street Journal, 52% of approximately 1,500 active Pinterest users surveyed agreed that Pinterest helps them find items they want to buy.

The survey also revealed that 30% of surveyed Pinners said they bought something online, while 32% said they purchased an item in a store after viewing Pinterest content. Less than half of respondents agreed that Pinterest recommended relevant products for them to buy. On the other hand, a quarter of active Pinterest users said they didn't visit a brand, retailer, or website after viewing Pinterest content.

Photo: Millward Brown Digital

Chart: Millward Brown Digital

The survey also revealed hard data that active Pinners are often likely to be on the verge of getting married, buying a house, having a baby or experiencing some other momentous life moment. According to Millward Brown Digital, active Pinners were 47% more likely to experience a major life event in the next six months.

Of respondents surveyed by Millward Brown Digital who had used Pinterest in the past six months, 96% reported they use Pinterest to research and gather information, 93% reported that they use Pinterest to plan for purchases, and 87% reported Pinterest engagement has helped them decide what to purchase. Millward Brown Digital suggests that if brands are able to capture consumers' interest when they're planning for the future, that could be hugely helpful for marketers.

A Pinterest "Buy" button remains elusive, though. Pinterest’s head of marketing communications and insights Eva Smith told WSJ: "We don’t have any plans to announce a buy button at this time."