Pinterest Users Nearly Twice as Likely to Purchase Than Facebook Users, SteelHouse Survey Shows

Pinterest Users Nearly Twice as Likely to Purchase Than Facebook Users,
SteelHouse Survey Shows

But Facebook Still Leads as the Preferred Network to Socially Share Online

LOS ANGELES, May 30, 2012 (GLOBE NEWSWIRE) -- When it comes to online social
shopping, Pinterest users are far more likely to purchase items they see
posted on the site compared to the purchasing behavior of Facebook users
viewing items they've seen on the news feed or a friend's wall, according to a
new survey released today from SteelHouse (, a behavioral
commerce company powering the industry's only zero reaction time marketing

Respondents were asked if Facebook or Pinterest play a role in their online
shopping experiences, and nearly all respondents said yes. The survey findings
revealed that Pinterest users are 79 percent more likely to purchase items
they saw pinned on Pinterest versus Facebook users. Thirty-three percent of
Facebook users said they have purchased a product or service they've seen in a
Facebook ad, on the news feed, or on a friend's wall, in comparison to the 59
percent of Pinterest users who have made a purchase based on an item they saw
on Pinterest.

However, Facebook remains consumers' top choice for getting ideas on what
products and/or services to purchase and is also the preferred choice for
social product sharing. More than one half of those surveyed said they
regularly share their online purchases. Fifty-five percent of shoppers prefer
to share their purchases on Facebook, followed by Twitter (22%), Pinterest
(14%), and Instagram (5%). LinkedIn bottomed the list with only 3% of
respondents using it to socially share purchases.

When asked about mobile shopping, 43 percent of those surveyed said they have
downloaded a retailer's mobile app and primarily use the app to browse for
items (32%), make purchases (22%), and earn discounts and deals (26%). When
making purchases though, close to one third of respondents said they prefer to
make purchases from a retailer's online store versus the retailer's mobile

In addition to getting more social and mobile with shopping, 98 percent of
shoppers say that online customer reviews have a major influence on their
decision to purchase a product or service. Seventy-two percent of consumers
shared they always read reviews before making a purchase, while 26 percent of
consumers only sometimes read reviews before purchasing. When reading product
reviews, 83 percent of shoppers take both, the star rating and written
comments, into consideration. Star ratings are particularly important as half
of all respondents said the lowest star rating they'd accept when making a
purchase is three stars on a five star scale.

Beyond just checking out reviews, many respondents said they also write
reviews. Sixty-eight percent of shoppers say they rate and review products on
a regular basis. The top product categories they write reviews on are
electronics (23%), DVDs/CDs/MP3s (14%), books, and clothing (both 13%).

The Social Shopping 2012 survey was a national survey of online shoppers
conducted by SteelHouse and uSamp. For a full copy of the survey results,
please visit

Media Contact:

Kristin Tinsley

PR Manager


About SteelHouse

SteelHouse™ (, an ad:tech Innovation Award-winning company,
powers the industry's only real time marketing solutions for online retailers.
With SteelHouse, marketers can segment shoppers based on their shopping
personalities and buying behaviors, and then instantly act on that insight.
The company's Real Time Behavioral Commerce products – Real Time Offers™,
Retargeting and Display Ads – enable eCommerce merchants to direct shopper
behavior with targeted offers that increase conversion rates, average order
values, sales, and overall engagement.

The SteelHouse team is comprised of veteran direct marketers and engineers
from eHarmony, E*TRADE, Oracle and the Rubicon Project. SteelHouse is based in
Los Angeles, Calif.

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