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1、Meet thePinnersU N I T E D S T A T E SAnalyzing American Pinterest users,and the brands winning them over.Living consumer intelligence| users+14.3%YoYYoYWho are Pinterest users,and how can brands best engage with them?2US Pinterest report 2024The popularity of Pinterest remains strong,with one in si
2、x Americans using the platform once per week or more.So,who are Pinterest users,what are they spending their money on,and how can brands best engage with them?Drawing on YouGov Profiles data,this report defines“Pinterest users”as people who use Pinterest weekly.It uncovers their demographics,their p
3、assions and interests,and attitudes about advertising.In addition,we shine a spotlight on four Pinterest user groups and uncover what makes them tick,what they aspire to and the brands that resonate with them.In the final section of the report,we highlight the brands that are winning over Pinterest
4、users across CPG,financial services,media,retail,video gaming,and more.YouGov Profiles+USA.Datasets:January 19,2020(n 328,800),January 14,2024(n 385,400);Pinterest users defined as Use Pinterest once a week or more3US Pinterest report 2024The profile of weekly users has changed over the last four ye
5、ars,attracting a younger audience and more men.Pinterest useis increasing among menand younger AmericansYouGov Profiles+USA.Datasets:January 19,2020(n 328,800),January 17,2021(n 458,600),January 16,2022(n 245,800),January 15,2023(n 335,200),January 14,2024(n 385,400)30%34%35%31%34%35%37%31%32%36%33%
6、31%36%33%30%18-3435-5455+Age of weekly Pinterest users since 202020202022422%78%23%77%25%75%26%74%26%74%MaleFemaleGender of weekly Pinterest users since 20204Weekly Pinterest users have a thirst for creating,improving,and being inspiredHobbies,home,and life they aspire to make,create,and
7、improve.US Pinterest report 2024YouGov Profiles+USA.Dataset:January 14,2024;Pinterest users(n 6,100)Lifestyle attitudesPinterest users Gen Pop75%74%84%60%61%74%I am always looking for new ideas to get inspiredI like being creative and expressing myself through my hobbiesI valued things that are hand
8、madeLifestyle events planned in 2024Pinterest users Gen Pop24%10%17%8%20%8%15%7%Make a minor homeimprovementMake a major homeimprovementBuy a carStart your own business“I am always looking for new ideas to get inspired”“I like being creative and expressing myself through my hobbies”“I value things t
9、hat are handmade”US Pinterest report 20245Pinterest users have a lust for lifeThey like to shop,and are interested in beauty,fashion,design,and much more.56%36%35%31%26%42%26%19%18%14%Food and drinkPeople and celebritiesBeautyFashion and designInterior designGeneral interests57%47%41%35%22%46%36%27%
10、26%12%Restaurants and cafesParks and gardensShopping malls/clothing storesZoosBeauty Salon(e.g.Hair,make up,cosmetic surgery,etc)Free time activitiesYouGov Profiles+USA.Dataset:January 14,2024;Pinterest users(n 6,100)Pinterest users Gen PopShopping malls/clothing storesBeauty salon(e.g.Hair,make up,
11、cosmetic surgery,etc)US Pinterest report 20246Weekly Pinterest users are more receptive to digital advertising,they love recommending things to others and embrace realism in advertising.Apart from Pinterest,Pinterest users are more likely to use Instagram than the general population.How to engage wi
12、th Pinterest usersYouGov Profiles+USA.Dataset:January 14,2024;Pinterest users(n 7,200)72%68%75%47%63%59%67%40%I often notice the advertisements on the internetI love recommending things for people to tryI like seeing real looking people in advertisementsIm more likely to engage with advertisement on
13、 social media than on regular websitesAdvertising attitudesPinterest usersGen Pop“I often notice the advertisements on the internet”“I love recommending things for people to try”“I like seeing real looking people in advertisements”“Im more likely to engage with advertisement on social media than on
14、regular websites”Social networks used last monthPinterest usersGen PopDifferenceInstagram65%45%20%TikTok40%26%14%YouTube64%51%13%Facebook79%68%11%Snapchat31%20%11%US Pinterest report 20247Increased consumption ofuser-generated content among Pinterest usersPinterest users consume significantly more U
15、GC about music,lifestyle,travel,and cooking than they did four years ago.YouGov Profiles+USA.Dataset:January 14,2024;Pinterest users(n 1,o00)User-generated content consumed29%29%28%30%24%19%22%41%36%36%35%33%27%25%MusicCookingReviewDIY/TutorialLifestyleTravelBeauty(including makeup tutorials)Pintere
16、st users202020248US Pinterest report 2024Pinterest users are much more likely than the general population to have near-term plans for purchases in clothing,retail home,dining,and more.Pinterest users are in-market for many CPG and retail categoriesYouGov Profiles+USA.Dataset:January 14,2024;Pinteres
17、t users(n 2,000)89%78%69%57%50%44%40%40%39%34%85%71%62%45%44%39%32%34%34%27%Department storesSnacksDiningClothingCable/SatelliteElectronicsRetail homeBeerAirlinesMusicPinterest usersGen PopWhat are Pinterest users planning to spend money on?US Pinterest report 20249Leveraging YouGov Profiles,we shin
18、e the spotlight on four Pinterest user groups:Pinterest home improversPinterest home improvers Pinterest users who plan to make home improvements in next 12 monthsPinterest home cooks Pinterest home cooks Pinterest users who frequently cook from scratch more than once a weekPinterest beauty enthusia
19、sts Pinterest beauty enthusiasts Pinterest users who agree I use beauty products to make myself feel better Pinterest car buyersPinterest car buyersPinterest users who plan to buy a new carin the next 12 monthsInside Pinterest:Profiling Pinterest user groupsUS Pinterest report 202410Pinterest users
20、who are home improversPinterest home improvers are adventurous and have a passion for fixing and renovating.YouGov Profiles+USA.Dataset:January 14,2024;Pinterest users who plan to make home improvements in next 12 months(n 130)29%24%20%19%15%15%11%10%11%16%8%12%7%10%7%8%Lay new carpet or flooring(e.
21、g.,wooden floors,tiles,etc.)Paint some or all interior wallsInstall/repair/clean guttersRemodel the bathroomInstall/repair garden deckingPaint some or all exterior wallsRoof installation and repairRenovate some or part of the buildingHome improvements planned in the next 3 months 28%18%16%9%I do wha
22、tever I can do on my own,but ask forprofessional help when necessaryI prefer to do the project on my own wheneverpossibleDIY behaviorPinterest home improversGen PopUS Pinterest report 202411They like the convenience of online shopping and notice ads online;they also love sharing their recommendation
23、s and looking for the best deals.Retail and advertising attitudes of Pinterest home improversYouGov Profiles+USA.Dataset:January 14,2024;Pinterest users who plan to make home improvements in next 12 months(n 1,800)Retail attitudesPinterest home improversGen Pop“I think loyalty programs are a great w
24、ay for brands and businesses to reward their customers”85%73%“Online shopping makes my life easier”82%72%“Whenever I shop I make sure I utilize all sales,coupons,and deals”81%71%Advertising attitudesPinterest home improversGen Pop“I like seeing real looking people in advertisements”80%67%“I often no
25、tice the advertisements on the internet”74%63%“I love recommending things for people to try”68%59%US Pinterest report 202412Top home retail brands considered by Pinterest home improversYouGov Profiles+USA.Dataset:January 14,2024;Pinterest users who plan to make home improvements in next 12 months(n
26、500)RankHome retail brands%considering1Lowes56%2Home Depot53%3HomeGoods42%4IKEA37%5Wayfair34%6Ace Hardware33%7Bath&Body Works29%8Sherwin Williams24%9Bed Bath and Beyond23%10Ashley22%US Pinterest report 202413Pinterest home cooks are experimental and like to inspire othersYouGov Profiles+USA.Dataset:
27、January 14;Pinterest users who cook from scratch more than once a week(n 375)They enjoy cooking,experimenting and sharing their experiences with othersAdvertising influences their purchases,and they want ads to entertain themFood and drink attitudesPinterest home cooksGen Pop“I enjoy cooking for mys
28、elf and others”85%69%“I like to experiment with new recipes”86%73%Advertising attitudesPinterest home cooksGen Pop“I expect advertisements to entertain me”66%51%“Advertising helps me choose what I buy”61%46%They seek inspiration online and experiment with different cuisinesUS Pinterest report 202414
29、YouGov Profiles+USA.Dataset:January 14;Pinterest users who cook from scratch more than once a week(n 375)z57%54%45%57%26%46%21%38%36%30%44%15%33%15%Sources of recipesPinterest home cooksGen popCooking videos(e.g.on YouTube)Social networksCookbooksRecipe websitesTV programsFriends and familyMagazines
30、Gen Pop31%30%23%9%8%24%22%15%5%5%Italian CuisineMexican CuisineChinese CuisineAsian-Other CuisineLatin American CuisineFavorite cuisinePinterest home cooksGen popItalianMexicanChineseAsian OtherLatin AmericanGen PopUS Pinterest report 202415Pinterest beauty enthusiasts are looking to self-improveThe
31、y care about their appearance and what to make the most of it,they like to inspire others and are on the lookout for new ideas and inspirationYouGov Profiles+USA.Dataset:January 14;Pinterest users who use beauty products to feel better(n 4,900)92%82%83%52%47%61%I use beauty products to make myself l
32、ookbetterI use beauty products to prevent my skinfrom agingIt is important for me to feel attractiveHealth&beauty attitudes80%75%59%51%67%59%44%36%I like seeing real looking peoplein advertisementsI love recommending things forpeople to tryI often search for products andservices on my phone as a res
33、ultof seeing posters and billboardsI enjoy watching advertisementswith my favorite celebritiesAdvertising attitudesPinterest beauty enthusiastsGen pop“I use beauty products to make myself look better”“I use beauty products to prevent my skin from aging”“It is important for me to feel attractive”“I l
34、ike seeing real looking people in advertisements”“I love recommending things for people to try”“I often search for products and services on my phone as a result of seeing posters and billboards”“I enjoy watching advertisements with my favorite celebrities”Gen Pop16Which beauty products are Pinterest
35、 beauty enthusiasts buying?US Pinterest report 2024cHealth&beauty products used in the past 12 monthsPinterest beauty enthusiastsGen PopYouGov Profiles+USA.Dataset:January 14;Pinterest users who use beauty products to feel better(n 1,275)74%72%67%64%62%61%57%55%49%32%56%62%34%37%38%35%35%43%30%17%Ha
36、ir conditionerShower gel/body wash/soapMake-up products(e.g.mascara,lipstick etc.)Facial care products(e.g.moisturizer,cream,after shave cream etc.)Hair styling products(e.g.gel,wax,mousse etc.)Facial cleansing products(e.g.cleanser,exfoliator etc.)Body skincare productsDisposable razors(both male a
37、nd female)Fragrances(e.g.perfume,aftershave etc.)Hair dying productsc17Why are Pinterest beauty enthusiasts choosing beauty products?US Pinterest report 2024YouGov Profiles+USA.Dataset:January 14;Pinterest users who use beauty products to feel better(n 1,275)57%42%41%40%36%23%18%15%14%38%26%29%28%24
38、%15%11%8%8%Suitable for a particular skin type(e.g.sensitive,dry etc)Cruelty free(i.e.not tested on animals)Best special offersAllergen free/paraben free/non toxicNatural or organic ingredientsSustainability(e.g.packaging,manufacturing,etc)Country of originTheir marketing shares my valuesSuitable fo
39、r vegans(i.e.does not include any animal-derived ingredients)Pinterest beauty enthusiastsGen PopBrand motivation for choosing make-up products18US Pinterest report 2024Top retailers and beauty brands considered by Pinterest beauty enthusiastsHealth and Beauty retailers used last 3 monthsPinterest be
40、auty enthusiastsGen PopAmazon52%32%Ulta18%7%Sephora16%6%Target27%16%Bath&Body Works20%10%YouGov Profiles+USA.Dataset:January 14;Pinterest users who use beauty products to feel better(n 1,800)YouGov BrandIndex US:January 1 December 31,2023;Pinterest users who use beauty products to feel better(n 9000
41、)RankBeauty brands%of Pinterest beauty enthusiasts considering1Dove Skincare49%2Maybelline44%3Dove Hair Care41%4Cover Girl40%5Olay39%19US Pinterest report 2024Pinterest car buyers are more than twice as likely as the average American to buy an electric car in the future.Advertising and sponsorship i
42、nfluence their purchase decisions.Pinterest users powering up autoYouGov Profiles+USA:January 14,2024;Pinterest users who plan to buy a car in 2024(n 800)51%30%29%31%14%15%PetrolElectricFull hybrid(i.e.engine and electricmotor power the car,eithersimultaneously or independently)Future car type65%64%
43、55%46%46%35%I like brands that are willing to getinvolved in social issuesAdvertising helps me choose what IbuyI like to support my teams by buyingproducts from their sponsorsAdvertising attitudesPinterest car buyersGen popGas”I like brands that are willing to get involved in social issues”Advertisi
44、ng helps me choose what I buy”I like to support my teams by buying products from their sponsors”Gen PopUS Pinterest report 202420Car buying Pinterest users have higher engagement with sponsorship and car research websites.How to reach Pinterest car buyersYouGov Profiles+USA:January 14,2024;Pinterest
45、 users who plan to buy a car in 2024(n 600)42%44%32%20%27%17%Sponsoring a social media post(e.g.Influencer posts)Sponsor of user-generated content(e.g.a YouTube video or podcast)Sponsor of a sports team(e.g.RedBull racing Honda)Types of sponsorship noticedSponsoring a social media post(e.g.Influence
46、r posts)Sponsor of user-generated content(e.g.a YouTube video or podcast)Sponsor of a sports team(e.g.Red Bull racing Honda)33%29%26%24%12%13%12%14%11%4%CCCar manufacturers websiteAEbayMCar research websitePinterest car buyersGen popGen PopCarM21US Pinterest report 2024What brands are car buying Pin
47、terest users considering?YouGov BrandIndex US:January 1 December 31,2023;Pinterest users who plan to buy a car in 2024(n 300)Top car brands considered by Pinterest car buyersRankAuto Brands%Considering1Toyota43%2Ford36%3Chevrolet30%4Honda27%5Nissan23%Which brands are Pinterest users considering?US P
48、interest report 20242223US Pinterest report 2024Over-indexing with Pinterest usersThe brands in this section are ranked by the difference in consideration between thetwo groups.For instance,35.1%of Pinterest users would consider purchasing Apple Watch,but just 26.6%of Americans feel the same.This 8.
49、5 percentage-point difference places Apple Watch higher in our ranking than Skechers,despite the latter having an overall higher consideration among Pinterest users(41.5%).Consideration scores are rounded to the nearest decimal point,and differences are determined from those rounded scores.This data
50、 in this analysis comes from YouGov BrandIndex and YouGov Profiles.Brands must have been tracked for 365 days to qualify for the ranking,which measures consideration sentiment between January 1,2023,and December 31,2023.Brand improvers are identified by comparing Pinterest consideration scores from
51、January 2023 to December 2023 against their consideration scores from January 2022 to December 2022.Brands must have been tracked for 548 days to quality for the improvers ranking.The minimum sample size for any brand highlighted in this study was 250,though most brands had significantly higher numb
52、ers of YouGov panelists respond.Looking at hundreds of thousands of YouGov panel surveys,we compared brand purchase consideration from Pinterest users to nationally representative respondents(Gen Pop).24US Pinterest report 2024YouGov BrandIndex US:January 1 December 31,2023;Pinterest users(n 2,100)R
53、ankBrandsPinterest usersGen PopDifference1Apple Watch35.1%26.6%8.52Skechers41.5%33.6%7.93Old Navy37.8%31.0%6.84Fitbit22.1%15.6%6.55Coach17.6%12.2%5.46SHEIN15.1%10.0%5.17Kate Spade12.2%7.1%5.18Anthropologie10.1%5.3%4.89lululemon10.9%6.2%4.710Michael Kors15.8%11.1%4.7Fashion and accessoriesMost consid
54、eredUS Pinterest report 2024YouGov BrandIndex US:January 1 December 31,2023;Pinterest users(n 1,300)RankBrandsPinterest usersGen PopDifference1Crystal Light20.0%13.8%6.22Lipton35.6%29.9%5.73Pure Life18.1%12.6%5.54Sprite28.4%22.9%5.55Starbucks Bottled Frappuccino16.9%11.5%5.46Simply Orange
55、27.4%22.6%4.87Motts17.5%12.9%4.68McCaf18.3%13.8%4.59Smartwater22.5%18.0%4.510Maxwell House21.4%17.0%4.4BeveragesMost consideredUS Pinterest report 2024YouGov BrandIndex US:January 1 December 31,2023;Pinterest users(n 1,900)RankBrandsPinterest usersGen PopDifference1Betty Crocker42.8%33.6%
56、9.22Nestl Toll House38.9%29.8%9.13Ore-Ida41.6%32.5%9.14Sargento43.2%34.8%8.45Ghirardelli34.8%26.7%8.16Knorr32.2%24.1%8.17Bisquick34.9%27.0%7.98McCormick46.8%39.0%7.89Chex31.4%23.7%7.710Pillsbury48.6%41.2%7.4Food brands and snacksMost consideredUS Pinterest report 2024YouGov BrandIndex US:
57、January 1 December 31,2023;Pinterest users(n 3,100)RankBrandsPinterest usersGen PopDifference1Panera Bread38.2%31.2%7.02Chick-fil-A38.7%34.1%4.63Arbys29.3%25.1%4.24Taco Bell32.8%28.9%3.95Panda Express22.9%19.1%3.86Subway35.3%31.6%3.77Jimmy Johns15.4%12.1%3.38Sonic25.1%22.0%3.19Wendys36.3%33.4%2.910Z
58、axbys11.5%8.6%2.9Fast foodMost consideredUS Pinterest report 2024YouGov BrandIndex US:January 1 December 31,2023;Pinterest users(n 1,800)RankBrandsPinterest usersGen PopDifference1Kindle22.7%16.0%6.82Amazon Alexa20.4%13.8%6.63Amazon Fire TV16.7%11.6%5.14Amazon Echo13.8%8.7%5.15iPhone40.5%
59、35.5%5.06Roku22.6%17.8%4.87Apple Siri12.0%7.4%4.68Fitbit14.8%10.2%4.69Vizio20.0%15.7%4.310Google Home11.3%7.1%4.3Consumer electronicsMost consideredUS Pinterest report 2024YouGov BrandIndex US:January 1 December 31,2023;Pinterest users(n 2,700)RankBrandsPinterest usersGen PopDifference1HG
60、TV39.7%26.8%12.92Food Network44.6%32.7%11.93Paramount Network36.9%29.7%7.24Lifetime30.3%23.1%7.25Animal Planet36.1%29.8%6.36ABC46.7%40.8%5.97TLC27.2%21.4%5.88Discovery Channel46.2%40.5%5.79National Geographic45.2%39.7%5.510NBC45.6%40.5%5.1Media networksMost consideredUS Pinterest report 2
61、024YouGov BrandIndex US:January 1 December 31,2023;Pinterest users(n 1,700)RankBrandsPinterest usersGen PopDifference1Super Mario Bros.37.8%30.8%7.12Animal Crossing13.9%9.7%4.23The Sims15.7%12.5%3.24Minecraft16.5%13.3%3.25Fortnite12.3%9.3%3.06Roblox9.7%6.7%3.07Overwatch4.9%3.1%1.88VALORANT3.6%2.3%1.
62、39Dota2.8%1.6%1.210Hay Day3.4%2.3%1.1Video game franchisesMost consideredUS Pinterest report 2024YouGov BrandIndex US:January 1 December 31,2023;Pinterest users(n 1,000);Sectors considered:Beverages,Consumer electronics,Fashion,Fast food,Food&snacks,TV networks,Video game franchisesRankBr
63、andsPinterest usersGen PopDifference1HGTV39.7%26.8%12.92Food Network44.6%32.7%11.93Betty Crocker42.8%33.6%9.24Nestl Toll House38.9%29.8%9.15Ore-Ida41.6%32.5%9.16Apple Watch35.1%26.6%8.57Sargento43.2%34.8%8.48Ghirardelli34.8%26.7%8.19Knorr32.2%24.1%8.110Skechers41.5%33.6%7.9123456789Most consideredOv
64、erall32US Pinterest report 2024YouGov BrandIndex US:January 1 December 31,2023 vs January 1 December 31,2022;Pinterest users(n 1,000);Sectors considered:Beverages,Consumer electronics,Fashion,Fast food,Food&snacks,TV networks,Video game franchisesRankBrandsPinterest users 2023Pinterest users 2022Dif
65、ference1Paramount Network36.9%31.1%5.82ESPN25.2%20.1%5.13Special K28.5%23.4%5.14Nestl Toll House38.9%34.3%4.65Raos Homemade17.1%13.1%4.06Cheez-Itz36.0%32.2%3.87JBL13.8%10.0%3.88Gatorade34.3%30.5%3.89Liquid I.V.7.8%4.0%3.810ESPN216.1%12.5%3.6Increasingly considered123456789Most improved brands with P
66、interest users33Want a deeper analysis?YouGov BrandIndex tracks 2,000+brands on 16 key brand health metrics including:Ad awarenessCustomer satisfactionPerceived valueRecommendationGet demoRun a surveyWith YouGov Profiles,you can segment your analysis by:Social media usageHobbies&interestsShopping pr
67、eferencesAnd much moreUS Pinterest report 2024YouGov,2024,all rights reserved.All materials contained herein are protected by copyright laws.Any storage,reproduction or distribution of such materials,in whole or in part,in any form without the prior written permission of YouGov is prohibited.This in
68、formation(including any enclosures and attachments)is propriety and confidential and has been prepared for the exclusive use and benefit of the addressee(s)and solely for the purpose for which it is provided.We make no representations,warranties or guarantees,whether express or implied,that the info
69、rmation is accurate,complete or up to date.We exclude all implied conditions,warranties,representations or other terms that may apply and we will not be liable to you for any loss or damage,whether in contract,tort(including negligence),breach of statutory duty,or otherwise,even if foreseeable,arising under or in connection with use of or reliance on the information.We do not exclude or limit in any way our liability to you where it would be unlawful to do so.Thank youLiving Consumer Intelligence|