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Survey: Execs Slow to Pick Up Pinterest

August 22 2012

Marketing executives don’t appear to be rushing to Pinterest for business purposes, according to a survey by The Creative Group, the marketing/creative staffing division of Robert Half International Inc. (NYSE: RHI).

Pinterest is a social networking site where users collect and share photos of their favorite interests and hobbies. However, 44 percent of advertising and marketing executives said they had no interest in using Pinterest for business purposes. Eighteen percent were not aware/never heard of Pinterest.

The survey was based on more than 500 telephone interviews.

“With so many potential social media opportunities for businesses, marketers must carefully invest their time and resources in those that best match their demographics and brand personality,” said Donna Farrugia, executive director of The Creative Group. “Pinterest has attracted a huge following quickly, but companies may be waiting to see if its popularity will last and what the potential business uses are in order to determine if a presence there makes sense.”

In addition, only 7 percent of advertising and marketing executive said they use it for business purposes now. Another 10 percent plan to start using it for business purposes.

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