2018 Pinterest Consumer Survey: More Users, More Traffic, More E-commerce
September 17, 2018

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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The analyst(s) certifies that the views expressed in this report accurately reflect the personal views of such analyst(s) about the subject matter therein, including all of the subject securities or issuers, and that no part of such analyst compensation was, is, or will be during their employ directly or indirectly related to their specific views contained in this report.

Analyst compensation is indirectly based upon the growth and success of SharesPost, Inc., including the overall performance of its subsidiaries, the individualized performance of any such analyst, and the development and progression of the overall research effort. SharesPost, Inc. earns revenue from, among other avenues, brokerage sales, and therefore the analyst may indirectly benefit from research reports that have the ultimate effect of increasing trading activity, either through SharesPost Financial Corporation and/or with SharesPost Investment Management, LLC.

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This report does not contain a complete analysis of every material fact regarding any issuer, industry, transaction, or security. The opinions expressed in this report reflect the judgment of the analyst at a specific point in time and are subject to change. The information contained in this report has been obtained from sources the analysts consider to be reliable; however, there is no guarantee the any of the information is accurate.

Securities referenced in this report may be offered by SharesPost Financial Corporation, member FINRA/SIPC. SharesPost Financial Corporation and SP Investments Management are wholly owned subsidiaries of SharesPost, Inc. Certain affiliates of these entities may act as principals in such transactions.

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PLEASE READ THESE IMPORTANT LEGAL NOTICES & DISCLOSURES

CONFLICTS

This report is distributed by SharesPost Financial Corporation, a member of FINRA/SIPC. SharesPost Research LLC, SharesPost Financial Corporation, and SP Investments Management, LLC, an investment adviser registered with the Securities and Exchange Commission, are wholly owned subsidiaries of SharesPost, Inc.

Recipients who are not market professionals or clients of SharesPost Financial Corporation should seek the advice of their own financial advisors before making any investment decisions. None of the information contained in this report represents an offer to buy or sell, or a solicitation of an offer to buy or sell, any security, and no buy or sell recommendation should be implied, nor shall there be any sale of these securities in any state or governmental jurisdiction in which said offer, solicitation, or sale would be unlawful under the securities laws of any such jurisdiction.

This report does not constitute an offer to provide investment advice or service. Registered representatives of SharesPost Financial Corporation do not (1) advise any member on the merits or prudence of a particular investment or transaction, or (2) assist in the determination of fair value of any security or investment, or (3) provide legal, tax, or transactional advisory services.

ANALYST CERTIFICATION

The analyst(s) certifies that the views expressed in this report accurately reflect the personal views of such analyst(s) about the subject matter therein, including all of the subject securities or issuers, and that no part of such analyst compensation was, is, or will be during their employ directly or indirectly related to their specific views contained in this report.

Analyst compensation is indirectly based upon the growth and success of SharesPost, Inc., including the overall performance of its subsidiaries, the individualized performance of any such analyst, and the development and progression of the overall research effort. SharesPost, Inc. earns revenue from, among other avenues, brokerage sales, and therefore the analyst may indirectly benefit from research reports that have the ultimate effect of increasing trading activity, either through SharesPost Financial Corporation and/or with SharesPost Investment Management, LLC.

DISCLAIMER

This report does not contain a complete analysis of every material fact regarding any issuer, industry, transaction, or security. The opinions expressed in this report reflect the judgment of the analyst at a specific point in time and are subject to change. The information contained in this report has been obtained from sources the analysts consider to be reliable; however, there is no guarantee the any of the information is accurate.

Securities referenced in this report may be offered by SharesPost Financial Corporation, member FINRA/SIPC. SharesPost Financial Corporation and SP Investments Management are wholly owned subsidiaries of SharesPost, Inc. Certain affiliates of these entities may act as principals in such transactions.

Investing in private company securities is not suitable for all investors. An investment in private company securities is highly speculative, involving a high degree of risk, and investors should be prepared to withstand a total loss of your investment. Private company securities are also highly illiquid and there is no guarantee that a market will develop for such securities. Each investment also carries its own specific risks and investors should conduct their own, independent due diligence regarding the investment, including obtaining additional information about the company, opinions, financial projections and legal or investment advice.

Accordingly, investing in private company securities is appropriate only for those investors who can tolerate a high degree of risk and do not require a liquid investment.

SharesPost, the SharesPost logo, My SharesPost, the SharesPost Index, and SharesPost Investment Management are all registered trademarks of SharesPost, Inc. All other trademarks are the property of their respective owners.

Copyright SharesPost, Inc. 2019. All rights reserved.