Pinterest Usage Gains Ground on Facebook and Twitter with Collective Bias™ Influencers

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Social Fabric® community provides insights into 2011 social shopping and technology trends

Both Twitter and Pinterest saw higher increases in usage than Facebook and Google+ during the year.

Pinterest usage increased dramatically in 2011 with influential bloggers, according to a recent survey conducted by Collective Bias in its Social Fabric® influencer community. The survey gathered insights on how Social Fabric members used key social and digital shopping platforms in 2011 compared to their usage in 2010.

“Our community members try every new technology the minute it comes out,” said Courtney Velasquez, Community Director for Collective Bias. “They keep us up-to-date on the latest social and mobile trends and how those technologies enhance the shopping experience.”

According to the results, most respondents spent two to five hours each week on social sites in 2011. An impressive 22% of respondents logged 5 or more hours with over 10% spending eight or more hours each day on social sites.

According to the survey, Facebook and Twitter continued to dominate as most popular social platforms in 2011, but Facebook started facing serious competition from specialized social sites such as Pinterest. Both Twitter and Pinterest saw higher increases in usage than Facebook and Google+ during the year.

“I spent a lot more time on Twitter this year, and met some really great milspouses [military spouses] and fellow autism parents,” said Amanda of Confessions from HouseHoldSix. “It was great to network and meet new people in these communities that I can connect with. “

When discussing mobile shopping apps and services, the community favored major deal sites Groupon and LivingSocial over specialized shopping apps such as Amazon Mobile and RedLaser.

While Target, Walmart and Starbucks had the most popular retailer-specific mobile apps, over 40% of respondents said they never use a retailer-specific shopping app. Coupons, price checker and product reviews were the most popular features used in retailer shopping apps.

“I love the apps that let you integrate your gift cards, loyalty cards and store coupons,” said Elizabeth Peterson of Traded My My BMW for a Minivan. “I LOVE not having to carry cards with me or use my phone number. I think I probably go to Starbucks more now that I can just use my phone to pay and I get rewarded for it.”

Full survey results can be found here:

About Collective Bias
Collective Bias™, drives retail sales through the coordinated creation of social media stories. Our Social Fabric® community members connect with the brands and retailers they use in their daily lives to drive conversations on a wide variety of social media platforms. Their stories build consumer engagement and brand loyalty, ultimately leading to sales conversion. For more information, visit


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Brad Lawless
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