Pinterest Users Show Proclivity for Travel Content
comScore’s “State of the US Online Retail Economy in Q2 2012” showed Pinterest users have a high interest in travel content related specifically to transactions.
Because of its visually oriented interface, Pinterest has been touted as having more promise for travel marketers than other emerging social media sites (and even some of the established ones). Another reason travel marketers have their eye on Pinterest—besides its massive growth rate—stems from an assumption not unique to travel: The site’s users are much more likely to be in shopping mode than other social network users.
It turns out there’s some truth to that belief. comScore’s “State of the US Online Retail Economy in Q2 2012” analyzed the top 20 site categories with a high concentration of Pinterest users. For travel marketers looking to reap decent ROI from their social efforts, the study showed Pinterest users have a high interest in travel content related specifically to transactions. Coming in at eighth on the list, 18.6% of visitors to travel sites with transaction-centered content were also on Pinterest. It appears, at least when it comes to travel, that Pinterest users do have a buyer’s mentality.
In addition, travel sites for hotels and resorts just made the list, at the 19th spot; about one-sixth of visitors to those sites also belong to Pinterest, and the sites are trailing the leaders by a slim margin.
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