Pinterest Uptake in Oz

Pinterest Uptake in Oz

UNIQLO, one of our favourite digital-show-off fashion brands, recently launched their “Dry Mesh Project” on Pinterest, showcasing their products in a very cool way by hijacking categories using a team of Pinterest mobbers all uploading pics and pinning at the same time. And while the full-story about UNIQLO can be read on DigitalBuzz, it lead us to ask: how are Australians using Pinterest? And how many of us are using it?

Well, firstly here’s some Global stats care of Techcrunch
– 9000% growth in Q1 2012, now near 20.2 million users 
– 28% of Pinterest earned more then 100k per annum
– 60% of users spend more time using it than they do Facebook.

And in Australia?
– 27th most popular site in Australia in May 2012, based on average daily visitors and page-views
– 2% of the Pinterest users come from Australia, with unique audience numbers growing from 140,000 in December to 360,000 in January 2012, with estimates now suggesting the number of Australian users is now nearing 450,000 (Nielson, March, 2012)
– 60% of Aussie users are female, predominantly aged 25-34, and there’s an over-representation of Queenslanders

So how can brands use it? Here’s a few quick suggestions:

  1. Create a board with pinups of all the products and services you offer
  2.  Become a popular pin by encouraging user comments
  3. Add a Pinterest button to your website
  4.  Use the keywords relevant to your business or industry to pin images to your board.

Which big Aussie brands are already using Pinterest?
– Better Homes & Gardens (now generates 3.3% of all website traffic from Pinterest!) 
– Martha Stewart (4.25% of all site traffic from Pinterest!) 
– And Lorna Jane, with their very effective ‘Win What You Pin’ competition.