Facebook vs. Pinterest: Which One's Best for Your Brand?

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Facebook vs. Pinterest: Which One's Best for Your Brand?

By Jessica Binns, Contributing Editor - 10/16/2012
Sixty-nine percent of online consumers who visit Pinterest found an item they've purchased, or want to purchase, compared to just 40 percent of online consumers who visit Facebook and found the same, according to the latest study in the Bizrate Insights Image Sharing and Shopping Series.

"While Facebook is far larger than Pinterest in terms of audience size — 63 percent of online consumers have a Facebook account, while only 15 percent have a Pinterest account — our study, based on a survey of verified online buyers, finds that Pinterest provides a better experience for shopping discovery, purchase consideration, and deeper engagement with retailer content," says Hayley Silver, vice president, Bizrate Insights.

"But this is not to say that all social attention should be diverted to Pinterest. Facebook and Pinterest each serve their online shopping communities with their preferred shopping activities, which vary by platform. For example, Facebook outpaces Pinterest in promotions (30 percent participate on Facebook vs. 9 percent on Pinterest), while Pinterest is stronger in sharing (55 percent repin an item on Pinterest vs. 37 percent post an item on Facebook)."

The study, which contains results from more than 7,000 verified online buyers in August 2012, compares Pinterest and Facebook engagement across a variety of shopping activities and usage occasions. This third study in the Series continues to provide deeper insight for retailers and marketers seeking to trend how online consumers are approaching Pinterest and other social media outlets.

About the study
The Bizrate Insights Social Image Sharing and Online Shopping Series is a set of surveys conducted via the Bizrate Insights survey platform and offered to online buyers immediately after purchasing from the Bizrate Insights Network of over 5,200 ecommerce retailers in the US and Canada. Data from this study was collected from 7,431 online buyers from August 9-August 17, 2012.

With over 16 million surveys collected annually from over 6,300 retailers worldwide, Bizrate Insights is the largest source of verified customer-generated seller ratings and reviews in North America, helping both online retailers and consumers make informed decisions. Bizrate Insights' core solutions are free, allowing retailers of all sizes to build best-in-class customer experiences, gain competitive intelligence, and attract more qualified traffic from top search engines. Visit www.bizrateinsights.com to learn more about our solutions, used by over 40 percent of Internet Retailer Top 500 retailers, as well as thousands of smaller boutiques.