During its second annual global advertiser summit “Pinterest Present”, this year under the theme ‘It’s different here’, Pinterest unveiled new research on the power of ‘inspiration’ that proves that inspired people are more likely to act.
Local data shows: Pinterest inspires its users more than any other digital platform with new ideas (86 per cent) and inspires pinners to act and either buy or try something new (83 per cent). Australian users perceive Pinterest as a space where they feel positive (72 per cent), much more so than with other platforms, leading to shoppers on Pinterest outspending people on other platforms by two times every month.
The last two years have changed the world – how people work, how they live, what they need and where and how they find it. To better understand how people around the world are using Pinterest to make decisions on real life actions and purchases, Pinterest has conducted a global study to identify the impact of the “return on inspiration”. The survey was commissioned with 9,000 adults, including 1,000 adults from Australia, to understand how inspirational Pinterest is, and how the platform’s environment drives value for advertisers.
One third of the respondents say that an online place devoted to inspiration is more important now than ever before*. The survey also looks at the inspirational value of digital platforms as well as compared to a variety of media types, including magazines and TV. Among all, Pinterest ranks number one in inspiration amongst competitor platforms.
Local data for Australia also reveals:
- Pinterest ranks number one in inspiration amongst competitor platforms.
- More than 1 in 3 people feel an online place devoted to inspiration is more important than ever.
- 86 per cent of the respondents say Pinterest gives them new ideas.
- 83 per cent of the respondents say Pinterest makes them consider something new.
- 72 per cent of the respondents say Pinterest makes them feel positive.
- 79 per cent of the respondents say Pinterest shows them something to try or buy.
- 76 per cent of the respondents say Pinterest shows them something they would like to experience, have or own in their life.
Knowing that inspiration serves as a spark for action and Pinterest being the number one source of inspiration among competitor platforms provides new insights on how businesses and advertisers can utilise the platform’s inspirational potential. Pinterest fosters creativity and is the one-stop shop for pinners, creators and businesses to seek, provide and offer ideas and goods to let everyone create the life they love.
Pinterest provides a high value to advertisers because of the purchase intent of its audience and is focused on improving the efficiency of ads as well as the ease of ads solutions – taking people from inspiration to realisation in a positive, brand safe environment that according to our research is even more inspirational than traditional media like TV and magazines. The ultimate goal is to develop a taste-driven shopping experience for people who already come to Pinterest to visually explore their tastes and interests before they make a purchase as well as helping merchants find consumers who are ready to purchase.