While only 12% of Pinterest users have purchased a product on Pinterest, another 50% of its users have at least considered making a purchase on the site.
The data from a study by investment firm SharesPost adds to the evidence of consumer reluctance to engage in social commerce—in other words, to make a purchase while on a social platform.
But the study also points up the mindset of Pinterest’s audience, with nearly two-thirds of its users saying that have either made or considered making a purchase on the site.
“Pinterest has always been touted as the most shopping-friendly social property because users show intent when they create boards, i.e. for weddings, to decorate bedrooms, make recipes, etc.,” said eMarketer senior analyst Krista Garcia.
But until recently, she noted, “Pinterest hadn’t courted advertisers like some of the other platforms.”
According to eMarketer’s latest estimate, there are 69.0 million Pinterest users. That’s far short of Facebook’s user base, but larger than Twitter.