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Bizrate: Pinterest bests Facebook on shopping engagement

LOS ANGELES -- Facebook may have more followers, but 69% of online consumers who visit Pinterest found an item they've purchased or want to purchase, compared to just 40% of online consumers who visit Facebook, according to the latest study in the Bizrate Insights Image Sharing and Shopping Series.

"While Facebook is far larger than Pinterest in terms of audience size - 63% of online consumers have a Facebook account, while only 15% have a Pinterest account - our study, based on a survey of verified online buyers, finds that Pinterest provides a better experience for shopping discovery, purchase consideration and deeper engagement with retailer content," said Hayley Silver, vice president, Bizrate Insights.

However, Silver noted, each serves a unique purpose.

"Facebook outpaces Pinterest in promotions (30% participate on Facebook vs. 9% on Pinterest), while Pinterest is stronger in sharing (55% repin an item on Pinterest vs. 37% post an item on Facebook)," Silver said.

The study involved more than 7,000 verified online buyers in August 2012.

All reports in this series can be viewed here.

 

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