Pinterst, the social network that works as curator or curator of content with more than 18 million users in record time, is beating Facebook in terms of social commerce, that is, in terms of final purchase decision.
Although many users still do not find the use that Pinterest may have from a marketing point of view, and although user activity has declined a little in recent weeks due to lack of interest after registration, it must be recognized that its potential is being Tangibly demonstrated through transactions that come directly from this social network.
It was revealed, however, that Facebook users remain on the social network for longer periods of time and are more hooked on the content being shared there.
10% of website transactions came via Pinterest, compared to 7% from Facebook
87% of consumers who came across Pinterest were making a purchase for the first time, compared to 57% on Facebook.
On average, per transaction, Pinterest adds more than double that of Facebook.
Pinterest has a 43% higher abandonment rate than Facebook, and the average time spent on Pinterest is 14.2 minutes.
These findings are not entirely surprising, since as all facebook says , browsing on Pinterest makes buying easier because it takes just one click to reach the place of the transaction. Most significantly, the motivation of someone who visits Pinterest differs from the motivation of someone who visits Facebook.
The two experiences are different, and there is little point in comparing them in that regard. Pinterest is the fastest growing social platform, having amassed 18.7 million users as of March 2012, and there is much to learn from its visual appeal. Shopping has always been motivated by sight. Facebook has always been about communities.
Personally, I am a witness to the purchasing power that Pinterest has on Facebook. After 6 years of having a regular activity account on Facebook, I have not bought a single item or hired a single service through this, the most popular one. social network, however, there have been 8 items that I have purchased arriving directly through Pinterest in just over a year. (It would be 11 or 12 if it were not that some products were not available or had already been sold out).
It would not surprise me that in the future Facebook finds this commercial attraction as a very powerful reason to buy Pinterest, giving it an even higher value than what it gave to Instagram, when buying it for 1 billion dollars.
Could it be that Facebook is that fashionable Starbucks where we all want to be seen but we don’t buy anything? What do you think? What is your experience as consumers on Facebook? And on Pinterest? Is the geographical area from where we use Pinterest the only obstacle that some of us have to make a direct purchase decision?
You can follow me on Pinterest to see my pins and as I use the platform, my username
is: Jenifer Dorothy