PriceGrabber: 58 percent of consumers are not on Pinterest (yet)

Although Pinterest might not be a hit with all consumers (and businesses) just yet, there could be an incentive for online retailers that they're missing.
Written by Rachel King, Contributor

Despite qualms surrounding runaway success of the social curation platform, consumers might not actually be flocking to Pinterest as quickly as it seems.

Approximately 58 percent of U.S. consumers do not have a Pinterest account as of earlier this week, according to a new survey from online comparison site PriceGrabber.

Of these people, at least 89 percent admitted they don't plan to sign up for a Pinterest account.

One factor for that could be a lack of awareness. At least 32 percent of consumers overall don't know what Pinterest is. (There's a good chance that there's plenty of people on Pinterest who don't know what to do with it either.)

To be fair to the company, the social media site is rather new and has only been on the scene for a few months. Although the concept is pretty straight forward once you get the hang of it (or get addicted to it), many people not on Pinterest have expressed difficulty understanding its value.

Businesses have also had trouble understanding the value of Pinterest as many companies have expressed concern about copyright violations, among other issues.

Maybe those businesses -- especially online retailers -- would reconsider if they saw how Pinterest users were responding to items "pinned" to the digital boards.

For example, at least 21 percent of respondents with Pinterest accounts have purchased a product strictly after finding it on Pinterest. The most common purchases that derived from Pinterest findings were usually related to food/cooking, fashion/clothing, and home decor.

For reference, the survey is based upon the responses from 4,851 U.S. online shopping consumers polled between March 13 and March 26, 2012.


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