Making your Brand Pinteresting to Youth - ESOMAR 2013
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interesting to Youth: Examining Youth Usage and Adoption Rates of Pinterest Making Your Brand Caitlin Krulikowski, Jennifer Romano Bergstrom & Megan Fischer
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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
interesting to Youth:Examining Youth Usage and Adoption Rates of
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
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*The Pacific Division includes Alaska and Hawaii, which are not displayed
Where
Popular boards
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#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
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Why: To Get Better at Doing Something
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Why: To Laugh
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0 1 2 3 4 5 6 7 8 9 100
10
20
30
40
50
60
70
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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:
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– 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 &
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Thank [email protected]@forsmarshgroup.com
Boston, MA │ June 2013
