[July 29, 2015] |
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Ahalogy Releases 2015 Pinterest Media Consumption Study
Ahalogy, an official Pinterest Marketing Developer Partner, has released
its second annual Pinterest Media Consumption Study, a follow-up to its
first-of-its-kind research from 2014-which has been downloaded by
thousands of marketing industry professional and influencers.
Ahalogy's new 2015 study examines how Pinterest demographics, habits,
and behaviors have changed in the past year-and digs deeper into
Pinners' usage on mobile, their shopping behaviors, thoughts on Promoted
Pins, as well as changes in Men, Moms, Hispanics, and International use
on the platform.
"Our latest research continues to show Pinterest at the heart of what's
most important for consumers-as the ultimate planning tool for all of
life's important events," said Ahalogy Co-founder and President Bob
Gilbreath. "Smart brands are waking up to Pinterest's unique content
marketing opportunity. This research, along with our added insights and
technology, is helping our client partners realize the potential
Pinterest can bring to their business. A smart Pinterest strategy
combines paid, owned, and earned media-creating lower effective CPMs
with engaging content that lives forever on a platform where consumers
are spending their time."
According to Ahalogy's study, more people, with increasing diversity,
are actively Pinning than ever before. 67% of Active Pinners were under
the age of 40, a 27% increase since 2014. While Men are on the rise on
Pinterest-with almost 2/3 of Active Males having joined in the past
year, Hispanics, another key demographic for marketers, are also growing
significantly, with more than half having joined in the past year.
For the first time, Ahalogy goes beyond the U.S., gaining insights into
usage in the United Kingdom and Canada. In the U.K., 36% of Active
Pinners are male, double that of the U.S.-but in oth markets the male
demographic is growing strongly. In Canada, socially active Pinners (+20
minutes per visit on a social network), actually spend more time on
Pinterest than Facebook (News - Alert) or any other social site.
Another key area of Pinterest insights Ahalogy uncovered in their
research is what Pinners are doing, and how they're doing
it. 73% of Active Pinners bought a product found on Pinterest, and 67%
actually pull up Pins in-store on their mobile devices-both of which
increased significantly from 2014. 63% of Active Pinners replace
magazines and catalogs with Pinterest, and 46% are using it to replace
traditional search engines. While only a third of Active Pinners
currently follow brands on Pinterest, more than two-thirds say they
would rather engage with their favorite brand on Pinterest than their
favorite celebrity or expert-indicating significant room for marketers
to create a meaningful connection with their customers.
Marketers armed with such Pinterest insights continue to see business
success with Ahalogy. "As we build media and marketing strategies we
always say the consumer is our true north," said Aaron Fetters,
Kellogg's, Director of Global Insights and Analytics. He added, "Ahalogy
continues to apply data and insights from their solutions to help brands
win on Pinterest, clearly a valued platform influencing the decisions of
many consumers."
For its primary research, Ahalogy once again partnered with AcuPOLL- a
leading market research firm serving 43 of the top 100 U.S. advertisers
and 2/3 of the consumer-oriented firms in the Fortune 500. Ahalogy's
Pinterest Media Consumption Study is a leading source of insights about
Pinterest users and habits, cited in its initial publishing by numerous
industry influencers including eMarketer (News - Alert), AdWeek, Techcrunch,
Fortune, and the New York Times.
To download a copy of Ahalogy's 2015 Pinterest Media Consumption Study,
as well as other Pinterest insight reports, visit Ahalogy.com/Research
About Ahalogy:
Ahalogy is the Marketer's Solution for Pinterest™. As an official
Pinterest Marketing Developer Partner, Ahalogy's unique
Pinterest-focused marketing technology helps marketers source, optimize,
and scale success on the platform. Ahalogy makes it easier for brands
and publishers get better results at scale-via insightful data science,
deep Pinterest expertise, creative craftsmanship, and content know-how.
Headquartered in Cincinnati, Ahalogy has additional offices in New York
City, Chicago, Stuttgart, Los Angeles, and San Francisco. Ahalogy counts
several of the U.S.'s foremost consumer brands as clients. Visit Ahalogy.com
to learn all of Ahalogy's Pinterest capabilities.
View source version on businesswire.com: http://www.businesswire.com/news/home/20150729006450/en/
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