美国Pinterest用户分析

Meetthe UNITEDSTATES Pinners AnalyzingAmericanPinterestusers,andthebrandswinningthemover. Livingconsumerintelligence|yhtotpusg://obvu.scinoemss/.byouusgionve.csos m/ 2USPinterestreport2024 WhoarePinterestusers,andhowcanbrandsbestengagewiththem? ThepopularityofPinterestremainsstrong,withoneinsixAmericansusingtheplatformonceperweekormore.So,whoarePinterestusers,whataretheyspendingtheirmoneyon,andhowcanbrandsbestengagewiththem? DrawingonYouGovProfilesdata,thisreportdefines“Pinterestusers”aspeoplewhousePinterestweekly.Ituncoverstheirdemographics,theirpassionsandinterests,andattitudesaboutadvertising.Inaddition,weshineaspotlightonfourPinterestusergroupsanduncoverwhatmakesthemtick,whattheyaspiretoandthebrandsthatresonatewiththem. Inthefinalsectionofthereport,wehighlightthebrandsthatarewinningoverPinterestusersacrossCPG,financialservices,media,retail,videogaming,andmore. 14% Pinterestusers +14.3% YoY 16% 20202024 YouGovProfiles+USA.Datasets:January19,2020(n>328,800), January14,2024(n>385,400); Pinterestusersdefinedas‘UsePinterestonceaweekormore’ 3USPinterestreport2024 Pinterestuseisincreasing GenderofweeklyPinterestuserssince2020 amongmenandyoungerAmericans 22% 23% 25% 26% 26% 78% 77% 75% 74% 74% Theprofileofweeklyusershaschangedoverthelastfouryears,attractingayoungeraudienceandmoremen. MaleFemale AgeofweeklyPinterestuserssince2020 30% 31% 37% 36% 36% 34% 34% 31% 33% 33% 35% 35% 32% 31% 30% 18-3435-5455+ YouGovProfiles+USA.Datasets:January19,2020(n>328,800), January17,2021(n>458,600),January16,2022(n>245,800), January15,2023(n>335,200),January14,2024(n>385,400) 20202021202220232024 4USPinterestreport2024 WeeklyPinterestusershaveathirstforcreating,improving,andbeinginspired Hobbies,home,andlife–theyaspiretomake,create,andimprove. Lifestyleattitudes Lifestyleeventsplannedin2024 PinterestusersGenPopPinterestusersGenPop 84% 75%74%74% Makeaminorhomeimprovement 24% 60% 61% 20% Makeamajorhomeimprovement 10% 8% Buyacar 17% 15% “Iamalwayslookingfornewideastogetinspired” “Ilikebeingcreativeandexpressingmyselfthroughmyhobbies” “Ivaluethingsthatarehandmade” Startyourownbusiness 8% 7% YouGovProfiles+USA.Dataset:January14,2024;Pinterestusers(n>6,100) 5USPinterestreport2024 Pinterestusershavea‘lustforlife’ Theyliketoshop,andareinterestedinbeauty,fashion,design,andmuchmore. Generalinterests Foodanddrink 42% 56% Freetimeactivities Restaurantsandcafes 46% 57% Peopleandcelebrities 36% 26% Parksandgardens Shoppingmalls/clothingstores 36% 47% Beauty 19% 35% Shoppingmalls/clothingstores 27% 41% Fashionanddesign Interiordesign 18% 14% 31% 26% ZoosBeautysalon BeautySalon(e.g.Hair,makeup,cosmeticsurgery,etc) (e.g.Hair,makeup, cosmeticsurgery,etc) 12% 35% 26% 22% YouGovProfiles+USA.Dataset:January14,2024;Pinterestusers(n>6,100) Pinterestusers GenPop 6USPinterestreport2024 HowtoengagewithPinterest Advertisingattitudes users WeeklyPinterestusersaremorereceptivetodigitaladvertising,theylove 72% 63%68%59% 75% 67% 47% 40% recommendingthingstoothersandembracerealisminadvertising. “Ioftennoticetheadvertisementsontheinternet” “Iloverecommendingthingsforpeopletotry” “Ilikeseeingreallookingpeopleinadvertisements” “I'mmorelikelytoengagewithadvertisementonsocialmediathanonregularwebsites” ApartfromPinterest,PinterestusersaremorelikelytouseInstagramthanthegeneralpopulation. YouGovProfiles+USA.Dataset:January14,2024;Pinterestusers(n>7,200) PinterestusersGenPop Socialnetworks–usedlastmonth Pinterestusers GenPop Difference Instagram 65% 45% 20% TikTok 40% 26% 14% YouTube 64% 51% 13% Facebook 79% 68% 11% Snapchat 31% 20% 11% 7USPinterestreport2024 Increasedconsumptionofuser-generatedcontentamongPinterestusers PinterestusersconsumesignificantlymoreUGCaboutmusic,lifestyle,travel,andcookingthantheydidfouryearsago. User-generatedcontentconsumed Pinterestusers MusicCooking 29% 29% 36% 41% ReviewDIY/TutorialLifestyle Travel 19% 24% 28% 30% 27% 36% 35% 33% YouGovProfiles+USA.Dataset:January14,2024;Pinterestusers(n>1,o00) Beauty(includingmakeuptutorials) 20202024 22% 25% 8USPinterestreport2024 Pinterestusersarein-marketformanyCPGand WhatarePinterestusersplanningtospendmoneyon? 85% retailcategories Pinterestusersaremuchmorelikelythanthegeneralpopulationtohavenear-termplansforpurchasesinclothing,retailhome,dining,andmore. Departmentstores SnacksDiningClothingCable/SatelliteElectronics Retailhome 32% 45% 50% 44% 44% 39% 40% 57% 62% 71% 69% 78% 89% BeerAirlinesMusic 27% 40% 34% 39% 34% 34% YouGovProfiles+USA.Dataset:January14,2024;Pinterestusers(n>2,000) PinterestusersGenPop 9USPinterestreport2024 InsidePinterest: ProfilingPinterestusergroups LeveragingYouGovProfiles,weshinethespotlightonfourPinterestusergroups: • Pinteresthomeimprovers Pinterestuserswhoplantomakehomeimprovementsinnext12months • Pinteresthomecooks Pinterestuserswhofrequentlycookfrom scratchmorethanonceaweek Pinterestbeautyenthusiasts • Pinterestuserswhoagree‘Iusebeautyproductstomakemyselffeelbetter’ • Pinterestcarbuyers Pinterestuserswhoplantobuyanewcar inthenext