Analysis of Pinterest user characteristics and marketing potential in cross-border e-commerce

Cross-border online shopping user group characteristics

According to data from NetEconomy, cross-border online shopping users are mainly concentrated in young people aged 26 to 35, accounting for 69%, followed by users aged 19 to 25, accounting for 15.1%, and users aged 36 to 45. Users account for 13%. Users under 18 years old and over 46 years old only account for 2.9% of the total number. Cross-border online shopping consumers aged 26 to 35 have higher education, stable income and strong spending power. They are the main force in cross-border online shopping. Especially female users, most of whom are married with children, are keen to purchase high-quality maternal and infant products on cross-border import e-commerce platforms.

In terms of gender distribution, data from 2016 shows that among cross-border online shopping users, men account for approximately 62.6%, and women account for 37.4%. Male consumers are more likely to choose digital, sports, and health care products, while women prefer clothing, cosmetics, maternal and infant products, and affordable luxury products.

Pinterest business user page navigation bar design

The page navigation bar for Pinterest business users includes four options: “Impressions”, “Repins”, “Clicks” and “All-time”. Through these options, users can learn more about the performance of their accounts, including but not limited to important data such as average daily impressions, average daily visits, average daily saves, average daily clicks, etc. In addition, three segmented sections are provided under the “All-time” option: “Most saves” (most saves), “Best in search” (best search ranking) and “Power Pins” (highest clicks). Help Users better understand which content is most popular.

Pinterest’s user characteristics and their impact on purchasing decisions

60% of Pinterest users are female, and the age structure is relatively high, especially female users aged 36 and above account for a large proportion. These female users often play decision-making roles in their families and spend a lot of time on Pinterest. Research shows that 90% of users seek shopping advice on Pinterest, and 72% of users say Pinterest can inspire their desire to shop. Compared with other social media platforms, Pinterest’s performance is particularly outstanding in promoting users’ shopping.

Not only does Pinterest have a significant impact on users’ purchasing decisions, but its content categories also reflect users’ interests. Female users especially like to share information about home decoration, recipes, etc. Therefore, Pinterest is an ideal marketing channel for merchants selling home and fashion products.

Analysis of Pinterest users and product types suitable for marketing

As the world’s leading social image sharing website, Pinterest allows users to create and manage themed image collections. The platform has a huge user base around the world, mainly concentrated in Europe, America and Oceania. According to statistics, 7.0% of people aged 13 and above use Pinterest globally, and after excluding Chinese users, this proportion rises to 8.6%.

Based on its user composition characteristics, Pinterest is very suitable for promoting products such as home furnishing, clothing, beauty, 3C and fashion supplies. This is because most of the users on the platform are women, who have high interest and purchasing power in the above categories of products.

Conclusion

To sum up, no matter in terms of user age distribution or gender ratio, cross-border e-commerce platforms show obvious user characteristics. At the same time, Pinterest, as a powerful visual inspiration platform, plays an important role in helping users make shopping decisions. For cross-border e-commerce, understanding and making good use of this information will help better attract target customer groups and increase brand awareness and sales.