Making your Brand Pinteresting to Youth - ESOMAR 2013

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    10-May-2015
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Caitlin Krulikowski presented this at ESOMAR 2013 in Boston. Results are based on a probability-based paper survey of American youth. Find out what youth think about and do on Pinterest... See Caitlin's blog post about this presentation here: http://www.forsmarshgroup.com/index.php/blog/post/esomar-pinterest-preview

Transcript of Making your Brand Pinteresting to Youth - ESOMAR 2013

  • 1.interesting to Youth: Examining Youth Usage and Adoption Rates of Pinterest Making Your Brand Caitlin Krulikowski, Jennifer Romano Bergstrom & Megan Fischer

2. Social beings @ForsMarshGroup @caitlinkru @romanocog @meganpfischer We are social. 3. And we want to communicate clearly and quickly. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer So a blog 4. Became a status update: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 5. Which became a tweet: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 6. And is now just a photo: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 7. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer Source: comScore, 2013 The Rise of the Visual Web 8. Sowhat is Pinterest? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer = Tool for collecting and organizing things you love 9. Pinterest 101 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 10. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 48.7 Source: inQbation, 2012; Reuters, 2013 Growth of Pinterest 11. 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 12. White Female Under 30 Some college education Your average inner Source: Pew, 2013 13. 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 14. 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 15. What We Will Examine Who is using? What are they viewing? Why do they use Pinterest? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 16. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer Who 17. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer *The Pacific Division includes Alaska and Hawaii, which are not displayed Where 18. Popular boards @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #1 Top Board 19. Popular boards @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #2 20. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #3 21. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #4 22. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #5 23. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #6 24. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #7 25. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #8 26. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #9 27. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer #10 28. Why: To Have Fun @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 29. Why: To See/Hear Something Entertaining @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 30. Why: To Get Better at Doing Something @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 31. Why: To Laugh @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 32. 0 10 20 30 40 50 60 70 80 90 0 1 2 3 4 5 6 7 8 9 10 %ofRespondents all users power users 1. 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 33. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 34. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 35. 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 36. Brands should use Pinterest to engage with young adults @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 37. What is the spend power of US teens ages 12 to 19? $117.8 billion Source: Sommer, 2012 @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 38. For entertainment To stay informed To show their support Young Adults Follow @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 39. Young adults are seeing brands pins: @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 59% consume + pin 38% consume 40. Wheres the sales pitch? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 41. Wheres the sales pitch? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 42. Wheres the sales pitch? @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 43. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 44. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 45. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 46. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer 47. Conclusions Great potential for brands to engage young adults on Pinterest. Further research needed: Young adults purchase behavior & Pinterest 48. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer Thank you! ckrulikowski@forsmarshgroup.com jbergstrom@forsmarshgroup.com Boston, MA June