A survey on brand consciousness among youth versus elderly ...
Making Your Brand Pinteresting to Youth
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interesting to Youth:Examining Youth Usage and Adoption Rates of
Making Your Brand
Caitlin Krulikowski, Jennifer Romano Bergstrom & Megan Fischer
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Social beings
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
We are social.
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And we want to communicate clearly and quickly.
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
So a blog…
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Became a status update:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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Which became a tweet:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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And is now just a photo:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Source: comScore, 2013
The Rise of the Visual Web
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So…what is Pinterest?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
=“Tool for collecting and organizing things you love”
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Pinterest 101
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
48.7
Source: inQbation, 2012; Reuters, 2013
Growth of Pinterest
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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
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– White – Female – Under 30 – Some college
education
Your average inner
Source: Pew, 2013
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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
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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
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What We Will Examine
– Who is using?
– What are they viewing?
– Why do they use Pinterest?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Who
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
*The Pacific Division includes Alaska and Hawaii, which are not displayed
Where
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Popular boards
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#1 Top Board
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Popular boards
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#2
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#3
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#4
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#5
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#6
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#7
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#8
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#9
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
#10
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Why: To Have Fun
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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Why: To See/Hear Something Entertaining
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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Why: To Get Better at Doing Something
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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Why: To Laugh
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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0 1 2 3 4 5 6 7 8 9 100
10
20
30
40
50
60
70
80
90
all userspower users% o
f R
esp
on
den
ts1. 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
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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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
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Brands should use Pinterest to engage with
young adults
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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What is the spend power of US teens ages 12 to 19?
$117.8 billionSource: Sommer, 2012
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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– For entertainment
– To stay informed
– To show their support
Young Adults Follow…
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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Young adults are seeingbrands’ pins:
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
– 59% consume + pin
–38% consume
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Where’s the sales pitch?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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Where’s the sales pitch?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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Where’s the sales pitch?
@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
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Conclusions
– Great potential for brands to engage young adults on Pinterest.
– Further research needed:
– Young adults’ purchase behavior &
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@ForsMarshGroup @caitlinkru @romanocog @meganpfischer
Thank [email protected]@forsmarshgroup.com
Boston, MA │ June 2013