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How Facebook, Twitter, and Pinterest Sharing Affects Sales

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Pinterest is the social network most likely to drive spontaneous purchasing, whereas Twitter and Facebook users are more likely to make social media-related purchases of products they were already considering, according to a recent report by Vision Critical.

Asked whether they were already thinking of buying an item when they favorited it, 29% of surveyed Pinterest purchasers said no, compared with just 16% for Facebook and 9% for Twitter.

Below, additional key findings from the report, From Social to Sale, which was based on a survey of 5,657 consumers in the US, Canada, and the UK.

In-Store Purchasing vs. Online


Overall, four in 10 social media users 
have purchased an item after sharing or favoriting it, with roughly equal amounts of online and in-store purchasing across Facebook, Twitter, and Pinterest.

Time Between Favoriting and Purchase

  • Half of social media-related purchasing take place within one week of sharing or favoriting the ultimately purchased item.
  • Three weeks after sharing, more than 80%of social media-inspired purchases will have been made.

Popular Topics by Network

  • People turn to Pinterest for DIY, crafts, food and drink, and fashion and beauty; they look to Facebook for humor and human-interest stories.
  • Arts and entertainment are a consistent draw across all of Pinterest, Facebook, and Twitter.

About the Research: The data in the report was drawn from online surveys conducted over 17 months (February 2012 to June 2013). In total, 5,657 interviews about social media purchasing were conducted across the US, Canada, and the UK.


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Ayaz Nanji is a digital strategy and content consultant. He is also a research writer for MarketingProfs. His experience includes working as a strategist and producer of digital content for Google/YouTube, the Travel Channel, and AOL.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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Comments

  • by Kirsten Nelson Wed Jul 10, 2013 via web

    Very interesting. I don't know that I've ever purchased anything from a seller directly through Pinterest. I have made purchases based on images I've pinned, but never from the original pinner. I will admit that my husband always groans whenever I start a sentence with, "I got this really cool idea from Pinterest..." :)

  • by Gracious Store Wed Jul 10, 2013 via web

    People are more likely to buy products spontaneously through Pintrest because of its visual characteristics.

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