STUDY: Pinterest Tops Facebook In Shopping Engagement

By Justin Lafferty 

As Facebook enters the ecommerce game, a new study shows that it still has work to do to catch up with Pinterest. According to statistics from Bizrate Insights, 69 percent of online consumers who visit Pinterest have found an item they’ve bought or wanted to buy, compared with 40 percent of Facebook users. Pinterest has proven to be a more reliable ecommerce conversation starter than the social network.

The study also found that an overwhelming percentage of people visit Pinterest over Facebook to get purchasing inspiration: 70 percent of people said they went to Pinterest for this purpose, compared with only 17 percent for Facebook.

Other interesting statistics:

  • People use Facebook (50 percent) and Pinterest (51 percent) to connect with people who have similar tastes.
  • To keep up with trends, more people chose Pinterest (67 percent) over Facebook (22 percent).
  • 43 percent of people surveyed preferred Pinterest to associate with retailers or brands; 24 percent chose Facebook.
  • Only 26 percent of participants say they’ve followed a brand on Pinterest, compared with 55 percent on Facebook.
  • 55 percent of people said they’ve repinned an item, compared with 37 percent of Facebook users who said they’ve shared an item.
  • Facebook is better for coupons and discounts, as 33 percent of the participants said they’ve claimed or seen a discount on Facebook, compared with 11 percent on Pinterest.
  • 30 percent have participated in contests or promotions via Facebook, compared with 9 percent on Pinterest.

Naturally, Facebook and its 1 billion members still dominate Pinterest in numbers. Bizrate Insights noted that 63 percent of online consumers have Facebook and 15 percent have Pinterest accounts. But more people are becoming aware of pinning. In August, 46 percent of online consumer say they’ve heard of Pinterest, up from 39 percent in May and 36 percent in March.

Readers: When you’re shopping around for ideas, where do you go first — Facebook or Pinterest?