NEW YORK: Pinterest is becoming an increasingly popular social media tool and mobile app for women during the holiday shopping season, according to a study.
The Women's Buying Behavior Index, conducted by Lippe Taylor and women's influencer platform SheSpeaks, surveyed more than 3,000 women online from November 12-15.
Six out of 10 participants, all of whom were 18 years old and above, are using Pinterest to get gift ideas and 36 percent are leveraging the social channel to research gifts they are already considering buying.
Twenty-six percent of women surveyed say they're using Pinterest to create a list of gifts they want for the holidays, and 23 percent are using it to pin gifts they already bought or made for friends and family.
Maureen Lippe, CEO of the PR agency, said the study also showed Pinterest was the third most popular mobile app downloaded by participants, after Angry Birds and Amazon.
“The rise of Pinterest is huge,” said Lippe. “It speaks to the fact that women are shopping more online and on mobile devices and in the interim they're playing games, and [marketers] have to realize there are as many women playing games as men.”
Thirty-nine percent of women polled said they are planning on doing half their holiday shopping for the remainder of the year online.
Lippe said there is huge potential for brand marketers to tap into the sexual category with vibrators, erotic blogs, soft porn, and more. While two out of three women said they want a romantic night out with their partner during the holidays, one in four want sexy lingerie, 17 percent want an erotic novel, and 16 percent want a sex toy.
The Women's Buying Behavior Index marks the first in a series of five studies from Lippe Taylor, with four more expected to be released in 2013.