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Study: 69% of online consumers will buy a product they find on Pinterest, only 40% will buy through Facebook

A recent study into the social media habits of over 7,000 US online shoppers by BizrateInsights has revealed that Pinterest is more often used as a destination for shopping inspiration, tracking and product discovery, than Facebook.

69 per cent of online consumers who visit Pinterest have found an item they have purchased or will purchase, compared to only 40 per cent of online consumers who visit Facebook.

The study also found that 43 per cent of consumers use Pinterest to associate with retailers or brands with which they identify, whereas 24 per cent said they associated with brands through Facebook.

Reasons for using Pinterest/Facebook

A survey into how consumers engage with brands over the two platforms also found that overall, Pinterest was the most popular. 55 per cent of Pinterest users have engaged with retailers and brands by following or liking, as opposed to 48 per cent of Facebook users. However, Facebook users are more likely to participate in contests or promotions and attend events compared to those using Pinterest.

Brand Engagement via Pinterest/Facebook

Unsurprisingly Facebook still significantly passes Pinterest in reach, with the latest data showing that 63 per cent of online consumers have a Facebook account whilst only 15 per cent have a Pinterest account.