美国Pinterest用户分析

Investment Rating - The report does not explicitly provide an investment rating for the industry. Core Insights - The popularity of Pinterest remains strong, with one in six Americans using the platform weekly, indicating a significant user base for brands to engage with [2][3]. - The profile of weekly Pinterest users has evolved, attracting a younger audience and more men over the past four years [3]. - Pinterest users exhibit a strong interest in creating, improving, and being inspired, with hobbies and lifestyle aspirations driving their engagement [8][14]. - Brands that resonate with Pinterest users span various sectors, including CPG, financial services, media, retail, and video gaming [2]. User Demographics and Engagement - Weekly Pinterest users are increasingly male and younger, with notable demographic shifts observed since 2020 [3]. - Pinterest users are more receptive to digital advertising and prefer realistic portrayals in ads, with a higher likelihood of using platforms like Instagram compared to the general population [14][17]. - User-generated content consumption has significantly increased among Pinterest users, particularly in categories like music, lifestyle, travel, and cooking [21]. Purchase Intentions - Pinterest users are more likely than the general population to have near-term purchase plans in categories such as clothing, retail, and dining [23]. - Specific user groups, such as home improvers, beauty enthusiasts, home cooks, and car buyers, show distinct purchasing behaviors and brand preferences [26][70]. Brand Consideration - The report highlights top brands considered by Pinterest users across various categories, including home improvement, beauty, food, and consumer electronics, with significant differences in consideration compared to the general population [36][67][88]. - Brands like Lowe's, Amazon, and HGTV are particularly favored among Pinterest users, indicating strong brand loyalty and engagement within this demographic [36][101]. Advertising and Retail Attitudes - Pinterest users value online shopping convenience and actively seek out deals, with a high percentage expressing positive attitudes towards loyalty programs and online advertisements [32][34]. - The report emphasizes the importance of engaging Pinterest users through entertaining and relatable advertising content to influence their purchasing decisions [40][75].