People Prefer Pinterest for Purchasing—Facebook Pales

Pinterest Fans Are Purchasers: Pinterest users are far more likely to purchase items they see posted on the site compared to the purchasing behavior of Facebook users viewing items they’ve seen on their news feed or a friend’s wall, according to a survey released in late May 2012 from behavioral commerce company SteelHouse. The survey finds that Pinterest users are 79% more likely to purchase items they saw pinned on Pinterest versus Facebook users. Other findings include:

  • 33% of Facebook users say they have purchased a product or service they’ve seen in a Facebook ad, on the news feed or on a friend’s wall, in comparison to the 59% of Pinterest users who have made a purchase based on an item they saw on Pinterest.

  • 55% of shoppers prefer to share their purchases on Facebook, followed by Twitter (22%), Pinterest (14%) and Instagram (5%).

  • 98% of shoppers say that online customer reviews have a major influence on their decision to purchase a product or service; 72% of consumers shared that they always read reviews before making a purchase, while 26% of consumers only sometimes read reviews before purchasing. 

  • 68% of shoppers say they rate and review products on a regular basis. The top product categories they write reviews on are electronics (23%), DVDs/CDs/ MP3s (14%), and books and clothing (both 13%).

Source: SteelHouse

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