Pinterest mobile users are buying more, and more expensive items, as sales generated from the social networking site rose 224 percent in the past year.
Visits from Pinterest's mobile site to retailers and brands grew 73 percent from January 2013 to January 2014, according to a new study by Piqora. Transactions are up more than 77 percent and the average order is up more than 79 percent. Mobile app usage is now 75 percent of total traffic to Pinterest, making it the single most influential platform for a very influential social site.
Few social media or marketing programs drive retail traffic and sales like Pinterest. According to research by Piqora, a pin on Pinterest generates 78 cents in sales on average. More importantly, a pin can drive both pageviews and orders several months after its original pinning — 50 percent of visits happen 2.5 months after pinning.
Retailers and brands are increasingly using social media in mobile marketing campaigns, and reaping the rewards. Pinterest and Instagram are among the two most influential sites for retailers, after Facebook and Twitter, and promotions utilizing the platforms have more than doubled in the past year, according to an Experian Marketing Study.
In February, Target (NYSE: TGT) tapped top Pinterest pinners for a new party planning promotion. Three of the site's most influential party planners will create collections for the retailer, and promote them on Pinterest. The year-long campaign could continue to bear fruit well into 2015, as research indicates that a pinned item will generate sales for up to 2.5 months after the initial pin.
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