Pinterest

The planning platform.

Pinterest users arrive with a shopping mindset unlike any other social platform — actively planning purchases rather than passively scrolling. Our surveys examine what this means for brands in longer consideration categories, and why Pinterest remains underestimated.

What our research examines

The questions we answer about Pinterest.

Our consumer surveys ask the same questions across all four platforms — so the answers are directly comparable.

01
Consumer trust profile
How do buyers rate Pinterest for purchase confidence? How does its trust profile compare to TikTok Shop, Instagram, and YouTube?
02
Purchase intent and planning
How does Pinterest's planning-mode user base translate into actual purchase behavior? How far in advance do Pinterest-influenced purchases happen?
03
Category performance
Which categories do consumers prefer to buy through Pinterest? Where does its planning format create a genuine advantage?
04
Consumer profile
Who is shopping on Pinterest? How does the Pinterest buyer differ from TikTok Shop and Instagram buyers in demographics and spending?
05
Discovery and intent
How do consumers find products on Pinterest, and how does that process compare to algorithm-driven platforms like TikTok?
06
What would drive more buying
What trust signals and improvements would most increase consumer willingness to buy through Pinterest?
Get the full data

Pinterest benchmarked against all four platforms.

Full report — 1,000-person US consumer survey, platform-vs-platform benchmarks, no platform funding.

Get the Report — $995 → Free executive summary About our methodology