Pinterest is opening up more and more to e-commerce in Poland. The need to understand the users of this medium is therefore growing. Open Mobi presents the findings of a recently conducted study.
Over the years, Pinterest has evolved from a simple tool for sharing ideas found online into a global, virtual inspiration board. More than a decade after its debut, the platform is used by 367 million users who seek interesting products and creative solutions on it. In the Polish market, the medium has been available since 2013 and has 3.7 million active users.
– On Facebook or Instagram, users share what has happened in the past or what is currently happening in their lives. They use classic search engines when they already have a ready idea and know what they need. On Pinterest, they focus on the future and planning, and are open to new things and solutions. As many as 97% of searches in this app are unbranded, meaning without indicating a specific brand. At the same time, Pinners eagerly bring to life the ideas they found right here – says Magdalena Pietruk, social content manager at Open Mobi.
Who is the Polish Pinner?
Who is the Polish Pinner?
According to the study conducted by the Open Mobi agency, the largest group of users in Poland consists of people aged 25-34 (47%). The vast majority of Pinners are women (86%).
– This is not surprising, because it is women who are considered the main initiators of change and decision-makers in many areas of home life. They are also the ones who most often ultimately make the purchase – points out Pietruk.
How often do they use Pinterest?
72% of the study respondents check the Pinterest app several times a day, and as many as 92% look at it at least once during the day. Almost half of Pinners spend an hour on the platform per day, and 1/4 of respondents even longer. 78% of those surveyed have used this virtual search engine for at least 2 years, and nearly 1/3 for more than 3 years.
What do they look for and what do they buy?
Polish Pinners look for inspiration on the platform in almost every area of life, but they like content about fashion, beauty, interiors, and cooking the most. 96% of them declare that they have put an idea from Pinterest into practice, and more than half use this app to plan events.
– Already, 90% of our respondents considered the content appearing in the app to be inspiring for shopping, and 57% bought a product found on this medium. And in Poland, Pinterest is really only just opening up to e-commerce and advertising activities – notes Magdalena Pietruk.
People who use Pinterest take care of their physical condition. 87% of them play sports, and 67% declare that they are physically active at least twice a week. They most willingly cycle, do fitness, and run. They most often shop at the store chains H&M, Rossmann, IKEA, Biedronka, and Castorama. If they do not feel like cooking, they order food directly from a restaurant or through Pyszne.pl.
YOU CAN SEE THE REPORT HERE.
About the study
About the study
The study “Pinterest User in Poland” was conducted by the Open Mobi agency between 12 and 29 May 2020 using the survey method. 701 people took part in it. The questionnaire included 40 questions concerning, among other things, demographics, app usage, the Pins being searched for, as well as affiliation with brands from the categories of beauty, fashion, interior design, cooking, cars, and sport. Single-choice and multiple-choice questions were used, along with additional fields to elaborate on answers. This is the first study of the Polish Pinterest user community.
Summary
The latest study by the Open Mobi agency shows that Polish Pinterest users are mainly women (86%) aged 25–34 (47%), who treat the platform as a planning tool and a source of shopping inspiration. As many as 57% of respondents bought a product found on this medium, and 90% consider the content to be inspiring for shopping.
This is the first such extensive study of the Polish Pinterest community — conducted on a sample of 701 people in May 2020. Importantly, 97% of searches on the platform are unbranded, which means enormous potential for brands that are only just beginning to use this channel in Poland.
