It’s almost hard to believe, but December is here, Black Friday has come and gone, and the holiday season is in full swing!
At Lab42, we thought it was the perfect time of year to conduct our own study and infographic on how consumers are preparing for the holidays and decided to hone in on Pinterest to determine how (and why) Pinterest users engage with the prolific pin-board site during the winter holiday months. What we discovered is that nearly every Pinterest user surveyed (94 percent) said Pinterest has changed their preparation for the holidays in some way, and they find the holidays less stressful overall. Specifically, 92 percent said Pinterest makes the holidays less stressful, with 27 percent saying that Pinterest makes the holidays ‘much less stressful’.
The most popular way they’re using the site during the holidays is for new recipe ideas (83 percent), while 74 percent rely on Pinterest for gift ideas. Sixty-four percent find holiday décor ideas, and opt for the DIY route instead of buying them. It’s fitting that the top three categories browsed during this time of year are: 1) DIY & Crafts, 2) Holidays & Events, and 3) Food & Drink.
The study also revealed an increase in Pinterest usage during the holidays. Over half of Pinterest users spend more time on the site during the holiday months (54 percent) and 43 percent of Pinners have a board designated for the holidays. Sixty-six percent are very satisfied with Pinterest’s collection of winter holiday-themed ideas, but two-thirds of Pinterest users said that Pinterest could add subcategories within Holidays & Events to improve their experience.
If you’re pining for more, check out our Pinterest infographic below (click to enlarge).
This Lab42 survey was conducted among 500 Pinterest users in the United States, ages 18 and up, from November 13-14, 2013.