WASHINGTON-Pinterest now tops Facebook and Twitter as the social-media site used most by U.S. consumers to follow retailers, according to the 2012 Social and Mobile Commerce Study from Shop.org, comScore and The Partnering Group.
Online U.S. consumers said they follow an average of 9.3 retailers on Pinterest, compared to an average of 6.9 retailers followed on Facebook and an average of 8.5 retailers on Twitter. Overall, two out of five online shoppers in the study follow retailers through one or more of the social-media sites.
Vicki Cantrell, executive director of Shop.org, said Pinterest “has given retailers another channel to ‘listen’ to and interact with both existing and new customers, telling an ongoing visual story through images of their products and their brand ‘spirit,’ a story that customers can then tell again to their friends and family members.”
The report also said retailers are actively evaluating where their customers want them to be as social media continues to grow. Company blogs, YouTube and Facebook command the majority of consumers social activity, the study found. Seven out of 10 shoppers who follow a retailer’s blog click through to the website, and 68 percent of consumers in the study said they use YouTube to browse and research a retail company.