Caitlin Krulikowski presented this at ESOMAR 2013 in Boston. Results are based on a probability-based paper survey of American youth. Find out what youth think about and do on Pinterest... See Caitlin's blog post about this presentation here: http://www.forsmarshgroup.com/index.php/blog/post/esomar-pinterest-preview

1. interesting to Youth:
Examining Youth Usage and
Adoption Rates of Pinterest
Making Your Brand
Caitlin Krulikowski, Jennifer Romano Bergstrom & Megan Fischer

2. Social beings
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
We are social.

3. And we want to communicate clearly
and quickly.
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
So a blog…

4. Became a status update:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

5. Which became a tweet:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

6. And is now just a photo:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

7. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Source: comScore, 2013
The Rise of the Visual Web

8. So…what is Pinterest?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
=
“Tool for
collecting and
organizing
things you love”

9. Pinterest 101
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10. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
48.7
Source: inQbation, 2012; Reuters, 2013
Growth of Pinterest

11. Why would marketers care?
–69% find item they purchase or want to
purchase
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
–67% use to track/collect things they like
–70% use for buying inspiration
Source: comScore, 2013

12. – White
– Female
– Under 30
– Some college
education
Your average inner
Source: Pew, 2013

13. Making Your Brand interesting
1. U.S. young adult market & Pinterest
2. How does young adult usage behavior
affect marketing decisions?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

14. Research Methods
– Participants: US residents ages 16-24
– Two-part survey:
– Spring 2012 │ paper-and-pencil │ n=3,743
– Summer 2012 follow-up │ online │ n=1,686
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

15. What We Will Examine
– Who is using?
– What are they viewing?
– Why do they use Pinterest?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

16. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Who

17. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
*The Pacific Division includes Alaska and Hawaii, which are not displayed
Where

18. Popular boards
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#1 Top Board

19. Popular boards
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#2

20. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#3

21. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#4

22. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#5

23. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#6

24. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#7

25. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#8

26. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#9

27. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#10

28. Why: To Have Fun
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

29. Why: To See/Hear Something
Entertaining
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

30. Why: To Get Better at Doing
Something
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

31. Why: To Laugh
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

32. 0
10
20
30
40
50
60
70
80
90
0 1 2 3 4 5 6 7 8 9 10
%ofRespondents
all users
power users
1. Have fun
2. See/hear something entertaining
3. Get better at doing something
4. Laugh
5. Find out more about
someone/something
6. Share ideas/info with peers to
advance topic
7. Teach others something you have
learned.
8. Post about fun things you are doing
9. Find places to eat or services to use
10. Work together toward a shared goal
Power Users

33. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

34. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

35. Making Your Brand interesting
1. U.S. young adult market & Pinterest
2. How does young adult usage behavior
affect marketing decisions?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

36. Brands should use Pinterest to
engage with young adults
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

37. What is the spend power of US teens
ages 12 to 19?
$117.8 billion
Source: Sommer, 2012
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38. – For entertainment
– To stay informed
– To show their support
Young Adults Follow…
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39. Young adults are seeing
brands’ pins:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
– 59% consume + pin
–38% consume

40. Where’s the sales pitch?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

41. Where’s the sales pitch?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

42. Where’s the sales pitch?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer

43. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

44. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

45. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

46. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer

47. Conclusions
– Great potential for brands to engage
young adults on Pinterest.
– Further research needed:
– Young adults’ purchase behavior & Pinterest

48. @ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Thank you!
ckrulikowski@forsmarshgroup.com
jbergstrom@forsmarshgroup.com
Boston, MA │ June