2018 Pinterest Consumer Survey: More Users, More Traffic, More E-commerce
Highlights From Our Proprietary 2018 Pinterest Survey
We are pleased to announce the results of our second annual survey of U.S.-based Internet consumers with an objective of identifying the changes in brand awareness, usage frequency and likes/dislikes about Pinterest. We received a total of 4,365 responses that included existing 3,025 Pinterest users. Overall, Pinterest users continue to like the platform and its features but competition from other platforms such as Instagram is picking up.
Top 5 Takeaways from the survey include:
- Pinterest remains a Top 5 mobile app:
Facebook, Amazon, YouTube, Gmail and Pinterest continue to be the top 5 sites consumers visited across 2017 and 2018. 44 percent of respondents chose Pinterest as one of their top visited sites. While fewer people used Gmail and YouTube compared to 2017, Pinterest users remained consistent over the past 12 months.
- Rising number of Pinterest Daily Active Users (DAUs) and more frequent engagement:
The percentage of users who used the platform at least once a day grew from 29 percent last year to 34 percent in 2018. In comparison, the daily active users for Snap, Facebook and Twitter grew by 15 percent, 13 percent and 10 percent respectively.
- Pinterest’s e-commerce strategy appears to be succeeding:
The percentage of people who use the platform to sell goods grew 9 percent over last year. In addition, the amount of goods sold with a gross value greater than $10,000 almost doubled from 39 percent in 2017 to 61 percent in 2018. The growth was consistent across different gross value categories ranging from > $10,000 to > $5 million.
- Fraud and authencity are the top concerns for buyers and sellers:
One third of the buyers said merchant authenticity and credit card fraud are top concerns while 40 percent of sellers identified copyright and fraudulent buyers.
- Competition from platforms such as Instagram has increased since 2017:
Number of people who use Instagram to share interests has grown by 5 percent since 2017. With similar features as Pinterest, Instagram is emerging as a formidable competitor.
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