Pinterest may not be a place people turn to for the latest news, but the social-scrapbooking site is still good for organizing ideas. Case in point: according to a study from market research firm Lab42, nearly 100 percent of surveyed users said Pinterest made holiday planning less stressful.
Indeed, among those surveyed, more than 50 percent admitted to spending more and longer periods of time on Pinterest. The three most browsed categories: DIY and crafts, holidays and events, and food and drink. While almost 70 percent of users are satisfied with the ideas in the winter holiday collections, nearly 80 percent have shared these ideas with a friend or family member.
60 percent of those surveyed by Lab42 said they purchased something they saw on Pinterest. These same users attributed an increase in spending to their Pinterest activity and about 70 percent who follow brands said they felt more connected to those brands.
These findings are consistent with other studies that indicate Pinterest is a powerful driver of high value retail conversions. But more than driving sales, Pinterest seems to be a great discovery engine.
In fact, the Lab42 study identified three main ways Pinterest was changing holiday preparation. More than 80 percent of those surveyed said they tried new recipes, nearly 75 percent said they used Pinterest for new gift ideas and almost 65 percent said they found useful DIY decorating ideas.
How’s that for useful? Here’s the infographic.