The numbers weren’t looking good — through April 2012, the daily active user base at Pinterest was reported by AppData to have fallen from 12.2 million to 8.3 million. An unpopular redesign — along with perhaps unsustainable hype — seemed to be the culprits.
But new data recently released comScore paints a different picture of Pinterest’s commercial influence. In its “State of the U.S. Internet” webinar, comScore identified Pinterest as the nation’s second-most-powerful buying site per a metric it calls the Buying Power Index.
You read that right: users spend more money, more often, on more items on Pinterest than on any of the other top five social networks.
Hana Abaza confirms the message conveyed by comScore’s new data. Abaza is CEO and co-founder at WeddingRepublic.com, and she says the company has shifted its social media strategy in the past year: less Facebook and Twitter, more Pinterest.
“It’s very much a conversion tool,” Abaza says, whereas Facebook and Twitter tend to be more “cluttered.” Beyond increased sales (which she says she can attribute to Pinterest directly), WeddingRepublic.com has seen pageviews increase by 70 percent over the past year, with uniques up 65 percent, since adjusting its social media strategy.
So don’t count Pinterest out just yet — in fact, perhaps merchants should consider investing more resources in figuring the new network out sooner rather than later.
Image Source: TechCrunch
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