Abstract:

Data from a two-part national survey study will provide insight into how young adult users actually use Pinterest and help marketers determine strategy and teach companies to engage with young adults on Pinterest. The initial paper-and-pencil survey was fielded to a nationally representative sample of young adults ages 16 to 24 in the United States in the spring of 2012 (n=3,743). An online follow-up survey was fielded in the summer of 2012 to eligible responders to the paper survey who indicated social media use (n=1,686). By examining a unique user population slightly younger than the typical Pinterest user (i.e., mixed genders, ages 16-24 vs. females, ages 25-34), companies can leverage findings and create an effective strategy to market to and interact with a younger demographic.