interesting to Youth:Examining Youth Usage and Adoption Rates of

Pinterest

Making Your Brand

Caitlin Krulikowski, Jennifer Romano Bergstrom & Megan Fischer

Social beings

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

We are social.

And we want to communicate clearly and quickly.

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

So a blog…

Became a status update:

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Which became a tweet:

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

And is now just a photo:

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Source: comScore, 2013

The Rise of the Visual Web

So…what is Pinterest?

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

=“Tool for collecting and organizing things you love”

Pinterest 101

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

48.7

Source: inQbation, 2012; Reuters, 2013

Growth of Pinterest

Why would marketers care?

–69% find item they purchase or want to purchase

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

–67% use to track/collect things they like

–70% use for buying inspiration

Source: comScore, 2013

– White – Female – Under 30 – Some college

education

Your average inner

Source: Pew, 2013

Making Your Brand interesting

1. U.S. young adult market & Pinterest

2. How does young adult usage

behavior affect marketing decisions?

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Research Methods

– Participants: US residents ages 16-24

– Two-part survey:

– Spring 2012 │ paper-and-pencil │

n=3,743

– Summer 2012 follow-up │ online │

n=1,686@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

What We Will Examine

– Who is using?

– What are they viewing?

– Why do they use Pinterest?

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Who

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

*The Pacific Division includes Alaska and Hawaii, which are not displayed

Where

Popular boards

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#1 Top Board

Popular boards

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#2

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#3

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#4

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#5

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#6

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#7

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#8

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#9

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

#10

Why: To Have Fun

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Why: To See/Hear Something Entertaining

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Why: To Get Better at Doing Something

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Why: To Laugh

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

0 1 2 3 4 5 6 7 8 9 100

10

20

30

40

50

60

70

80

90

all userspower users% o

f R

esp

on

den

ts1. Have fun

2. See/hear something

entertaining

3. Get better at doing something

4. Laugh

5. Find out more about

someone/something

6. Share ideas/info with peers to

advance topic

7. Teach others something you

have learned.

8. Post about fun things you are

doing

9. Find places to eat or services to

use

10. Work together toward a shared

goal

Power Users

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Making Your Brand interesting

1. U.S. young adult market & Pinterest

2. How does young adult usage

behavior affect marketing decisions?

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Brands should use Pinterest to engage with

young adults

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

What is the spend power of US teens ages 12 to 19?

$117.8 billionSource: Sommer, 2012

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

– For entertainment

– To stay informed

– To show their support

Young Adults Follow…

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Young adults are seeingbrands’ pins:

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

– 59% consume + pin

–38% consume

Where’s the sales pitch?

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Where’s the sales pitch?

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Where’s the sales pitch?

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Conclusions

– Great potential for brands to engage young adults on Pinterest.

– Further research needed:

– Young adults’ purchase behavior &

Pinterest

@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

Thank you!ckrulikowski@forsmarshgroup.comjbergstrom@forsmarshgroup.com

Boston, MA │ June 2013